L’Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in
which the ad for the L’Oreal Visible Lift makeup appeared, is an example of (a)
__________.
A. message
B. noise
C. feedback loop
D. source
E. channel of communication
Answer:
Setting prices a few dollars or cents under an even number is referred to as
__________.
A. odd-even pricing
B. prestige pricing
C. price lining
D. above-, at-, or below-market pricing
E. every day fair pricing
Answer:
Publicity tools refer to
A. methods of tying charitable contributions of a firm directly to the customer revenues
produced through the promotion of one of its products.
B. methods used to get a nonpersonal, directly paid presentation of a company or its
products.
C. short-term inducements of value offered to arouse interest in buying a product or
service.
D. methods of obtaining nonpersonal presentation of an organization, product, or
service without direct cost.
E. free space or time donated by the media.
Answer:
Starbucks purchases from coffee growers located in more than 20 countries. It pays the
coffee farmers a fair price for the beans, the coffee is grown in an ecologically sound
manner, and Starbucks invests in the farming communities where the coffees are
produced. This is an example of
A. green marketing.
B. ISO 14000 certification.
C. sustainable procurement.
D. ecological procurement.
E. cause marketing.
Answer:
A strategy of harvesting may be employed in the decline stage of a product life to
__________.
A. maintain primary demand for a product category
B. acquire as many new customers as possible
C. maintain the ability to meet ongoing customers’ requests
D. eliminate all production costs
E. reposition the product
Answer:
Durable goods emphasize which of the following elements of the promotional mix?
A. sales promotion
B. personal selling
C. advertising
D. public relations
E. direct marketing
Answer:
All of the following statements are true about using humorous appeals in advertising
EXCEPT:
A. Humorous content can be so strong that it causes viewers to tune out the message.
B. Some studies suggest that humor wears out quickly, losing the interest of consumers.
C. A problem with humorous appeals is that their effectiveness may vary across cultures
if used in a global campaign.
D. The use of humor is widespread in advertising and can be found in many product
categories.
E. Advertisers believe that humor improves the effectiveness of their ads.
Answer:
The practice of changing prices for products in real time in response to supply and
demand conditions is referred to as __________.
A. dynamic pricing
B. virtual pricing
C. experience curve pricing
D. skimming pricing
E. elasticity pricing
Answer:
Marketers can communicate best with college students by __________.
A. using cable TV ads since this demographic watches TV more than any other medium
B. adding mobile media to their IMC campaigns
C. placing ads on Sirius XM radio
D. using Twitter Jockeys
E. discourage media multitasking
Answer:
What is the marketing objective for the introduction stage of the product life cycle?
A. harvesting
B. market share
C. stress differentiation
D. maintain brand loyalty
E. gain awareness
Answer:
During a recent winter immunization campaign, The Center for Disease Control and
Prevention used the media to encourage all Americans to get vaccinated against the
seasonal flu virus. This is an example of a __________, where the media donated free
space and air time.
A. news release
B. news conference
C. public service announcement
D. cooperative advertisement
E. charitable advertisement
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 8 states, “The need for information __________.”
A. is the next frontier
B. is the power behind change
C. is insatiable
D. separates the winners from the losers
E. crosses all borders
Answer:
A code of ethics is a formal statement of ethical principles and
A. legal restrictions.
B. rules of conduct.
C. cultural values.
D. core values.
E. moral laws.
Answer:
The percentage change in quantity demanded relative to the percentage change in price
is referred to as
A. price elasticity of demand.
B. demand derivative of price.
C. average demand.
D. marginal revenue.
E. derived demand.
Answer:
The __________ stage of the product life cycle is characterized by the appearance of
competitors.
A. decline
B. maturity
C. introduction
D. growth
E. harvest
Answer:
Even though Liquid Paper correction fluid is in the __________ stage of its product life
cycle, Sanford, its manufacturer, has not deleted it from its line because there is still a
residual core of consumers who use the product.
A. decline
B. introduction
C. growth
D. maturity
E. deletion
Answer:
U.S. appliance manufacturers find that different customs about shopping must be used
to determine local product design. For instance, people in Northern Europe shop only
once a week, so they need bigger refrigerators than Southern Europeans, who shop
daily. Furthermore, Northern Europeans insist that freezers should be on the top just as
firmly as Southern Europeans want them on the bottom. Based on this, U.S. appliance
manufacturers would be more likely successful if they used a(n) __________ marketing
strategy.
A. global
B. multidomestic
C. transnational
D. meganational
E. international
Answer:
Which of the following illustrates a shift in the demand curve?
A. When prices remain the same, there is a significant decrease in demand.
B. As the price is raised, the quantity demanded increases, assuming all else stays the
same.
C. When prices remain the same, there is an increase or decrease in demand.
D. As the price is lowered, the quantity demanded decreases, assuming all else stays the
same.
E. An internal matter has forced a price change of some type, but it does not impact
demand.
Answer:
The actual procedures, mechanisms, and flow of activities by which a service is created
and delivered is referred to as __________.
A. process
B. procedure
C. productivity
D. protocol
E. plan
Answer:
Canada has two official languages, which are
A. English and Japanese.
B. English and Spanish.
C. English and French.
D. English and Italian.
E. English and German.
Answer:
In marketing, an offering refers to
A. the formal designation of a publicly-traded stock for a specific product, service or
idea.
B. a form of currency used by buyer and seller to minimize the tax burden for both
parties.
C. a product, service, or idea that creates value for both the organization and its
customers by satisfying their needs and wants.
D. the manufacturer’s suggested retail price of a product or service to the general public
or the wholesale price to distributors and retailers.
E. the service suppliers and distributors provide to help manufacturers bring a product
to market.
Answer:
Which of the following statements about product line extensions is most accurate?
A. A product line extension strategy typically leads to increased advertising costs
compared with creating a new brand name.
B. There are no risks associated with a product line extension strategy.
C. When the Clorox Company joins with Kroger supermarkets to advertise Clorox
products in a local newspaper, it is engaged in a product line extension.
D. A product line extension is a form of multiproduct branding.
E. A product line extension is a form of multibranding.
Answer:
Environmental scanning refers to
A. assessing any possible negative impact a firm’s activities might have on the local
ecology.
B. continually acquiring information on events occurring outside the organization to
identify and interpret potential trends.
C. setting up a regular schedule to assess the performance of different divisions within a
firm.
D. initiating an internal talent search to identify employees who can think “outside the
box” to generate solutions to marketing problems caused by changes in the marketing
environment.
E. requiring all employees to spend time outside the office to avoid the “ivory tower”
syndrome.
Answer:
All of the following are forms of direct marketing EXCEPT:
A. catalogs
B. in-store free samples
C. telemarketing
D. paid searches
E. direct mail
Answer:
Which of the following examples best demonstrates a company’s appreciation of
another country’s values?
A. American companies in Germany encouraging the use of all types of credit cards.
B. In Brazil, American companies are extremely careful to keep to a strict agenda and
time schedule, even though an informal structure is preferred.
C. Bath products are advertised by portraying intimate scenes between husbands and
wives in countries where personal privacy is important.
D. McDonald’s restaurants in India serve a full line of products except for hamburgers
made from beef.
E. Vogue Italia publishing a feature with a model wearing ‘slave earrings,” which it said
were “worn by women of color during the slave trade.”
Answer:
Best Western International, Inc., a national hotel chain, paid couples to film themselves
as they spent three to seven days on a cross-country trip. Best Western found that
women usually decide when to pull off the road, where to stay overnight, and what
amenities the lodging should have to make their stay more enjoyable. These couples
made choices in a typical environment, providing __________ research to Best
Western.
A. secondary
B. developmental
C. alternative
D. ethnographic
E. focus group
Answer:
An organization buys products and services for one main reason, which is to
A. achieve its own objectives.
B. beat its competitors.
C. satisfy the needs of its suppliers.
D. employ people.
E. maintain inventory.
Answer:
Which of the following factors is LEAST relevant when selecting a particular medium
for an advertisement?
A. available budget.
B. campaign objectives.
C. the costs of alternative media.
D. the message content.
E. the type of product.
Answer:
Figure 10-5
Figure 10-5 above shows the sequential process of building brand equity. The third step
is to elicit the proper consumer responses to a brand’s identity and meaning. This step
consists of two dimensions, D and E, which stand for __________ and __________.
A. brand identity; brand emotion
B. brand performance; brand imagery
C. consumer judgments; consumer feelings
D. brand awareness; consumer-brand connection
E. consumer feelings; brand imagery
Answer:
Which of the following statements regarding the promotional mix is most accurate?
A. For maximum impact, funding for promotions should be equally divided among the
five elements of the promotional mix.
B. The promotional mix can be influenced by the target audience for the promotion, the
stage of the product’s life cycle, the characteristics of the product, the decision stage of
the buyer, and the channel of distribution.
C. Regardless of which other elements are selected, advertising must be included in
every promotional decision in order for an IMC campaign to be successful.
D. Decisions regarding the promotional mix should be left to each manager in the
marketing department who knows best direction what to do for his or her own specialty.
E. It is not necessary to have a coordinated goal for an IMC campaign provided each
department has a goal of its own.
Answer:
Figure 17-2
If the salesperson’s objective is to gain a prospect’s attention, stimulate interest, and
make transition to the presentation, what is the stage in the personnel selling process?
A. presentation
B. follow-up
C. prospecting
D. preapproach
E. approach
Answer:
Business-to-business electronic commerce over the Internet
A. is nearly equivalent to consumer electronic commerce when measured by the total
dollar value of all online transactions.
B. is at least four times greater than consumer electronic commerce when measured by
the total dollar value of all online transactions.
C. has dramatically decreased since face-to-face communication between a firm’s
salesforce and its potential customers is so important.
D. is impossible to estimate since companies will not share information.
E. has never been popular since timely information is unavailable or deemed to be
proprietary.
Answer:
Those who have flown on Singapore Air have experienced firsthand the great food that
is served during the flight, the friendliness of the flight attendants, and the comfortable
seating. Singapore Air creates customer value by providing its customers with
A. the best airport experience.
B. the most convenient flight schedules.
C. the best price for the distance traveled.
D. the best in-flight service.
E. the greatest sense of personal safety.
Answer: