Tyree is concerned about a competitor’s new line of outdoor barbeque grills that provide
most of the same features as his products. Tyree might consider using __________ to
gather qualitative information from consumers about the competitor’s offerings.
A. industry surveys
B. experiments
C. focus groups
D. observation
E. primary data mining
Answer:
Gandolph’s Tires sells the same tire globally, but it uses different advertisements based
on the country and culture. This is an example of
A. cultural shift.
B. glocalization.
C. ethnic sensitivity.
D. promotional flex.
E. unethical marketing practices.
Answer:
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays
which role in the communication process?
A. sender
B. transmitter
C. encoder
D. channel
E. receiver
Answer:
The first question a marketing researcher should ask before embarking on a research
study is
A. Who will pay for it?
B. Will the research be useful?
C. What is the due date?
D. What sample size will be needed?
E. Should we use structured or unstructured questions?
Answer:
The Doritos advertising effort of “Live Mas,” which is Spanish for “Live More,” is
meant to suggest a lifestyle aspiration. If consumers make a connection between the
Doritos brand and this promotional effort, then Doritos has created
A. brand ownership.
B. a brand extension.
C. brand loyalty.
D. brand dilution.
E. a brand association.
Answer:
Cultural nuances, subcultures, and consumers’ different views of their roles in different
countries can make __________ complicated.
A. purchasing power parity
B. segmentation, targeting, and positioning
C. trading bloc coordination
D. exchange control planning
E. reducing trade surpluses
Answer:
Golf ball manufacturers use “Iron Mike,” a machine that swings a golf club at a
constant velocity, to test the distance for new golf ball designs. When using Iron Mike,
the manufacturers are engaged in
A. concept testing.
B. market testing.
C. premarket testing.
D. product development.
E. alpha testing.
Answer:
When Walmart considers reordering items for its stores, its buyers are instructed to
negotiate price concessions, quality improvements, and/or added options. In this
situation, Walmart buyers are engaged in a(n) __________ situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
Answer:
When marketers monitor the economic situation affecting their target markets, they are
likely to monitor changes in all of the following except
A. purchasing power.
B. interest rates.
C. inflation.
D. age.
E. currency exchange rates.
Answer:
When Barbara realized she didn’t have all of the technical information she needed to
answer the customer’s questions, she made a call to her office. Who would be most
likely to provide appropriate assistance?
A. sales support personnel
B. an order taker
C. another salesperson
D. her sales manager
E. an order getter
Answer:
Stores like Home Depot and Costco act as wholesalers when they
A. take delivery in whole-lot quantities.
B. sell directly to consumers.
C. sell products for distributors.
D. sell to contractors or restaurant owners.
E. compete with each other.
Answer:
Which of the following is an example of an unstructured question?
A. “Would you buy this product (Yes/No)?”
B. “Would you buy this product (A. definitely, B. maybe, C. definitely not)?”
C. “What would convince you to buy this product (A. lower price, B. larger packaging,
C. better taste)?”
D. “Please rate the attributes of this product that are important to you (rate 1-5, with 1
being most important and 5 being least important).
E. “Why did you buy this product?”
Answer:
Jackson manages a men’s styling salon in the Buckhead area of Atlanta. He has trained
his sales staff to report comments and requests for services the store currently does not
offer. Which services gap might this information help reduce?
Answer:
Tariffs protect domestic producers by
A. making imported products more expensive.
B. increasing brand recognition.
C. reducing the cost of production.
D. offering subsidies to exports.
E. avoiding regulation.
Answer:
If there is a difference between the firm’s perceptions of customers’ expectations and the
service standards the firm has set, a __________ gap exists.
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
Answer:
A recent poll conducted by Time magazine found that 38 percent of U.S. consumers
A. actively tried to purchase from companies they considered responsible.
B. didn’t care if a company acted responsibly.
C. were concerned with social responsibility, but not the ethical behavior of a company.
D. purchased from companies they perceived to be ethical or not ethical equally.
E. had no idea if the companies they purchased from were responsible.
Answer:
Suppose that Burger King wanted to evaluate social media content to find out how well
its most recent advertising campaign was being received by consumers. This could be
done using
A. Google Analytics.
B. sentiment analysis.
C. click path analysis.
D. keyword analysis.
E. bounce rate.
Answer:
Concept testing is important because it can
A. help the firm refine the promotional plans.
B. lead to immediate rollout of the final product.
C. help a firm avoid the costs of unnecessary product development.
D. reduce the potential loss of sales during the decline stage.
E. increase product development costs.
Answer:
Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball
in the rough, he gives it away. Brand-loyal golfers like Brad allow Nike to charge a
higher price and not lose many sales. By building a strong brand, Nike has effectively
A. increased the income effect for its products.
B. increased the cross-price elasticity for its products.
C. focused on the competitive parity point for its products.
D. shifted the golf ball market from a monopoly to pure competition.
E. reduced the price elasticity of demand for its products.
Answer:
Which of the following statements reflects the philosophy of the market-oriented era?
A. A good product will sell itself.
B. The customer is king.
C. Firms should take advantage of a seller’s market.
D. Advertising and personal selling should be emphasized in order to make the sale.
E. Firms should focus on value.
Answer:
_______ reflect(s) the mental and emotional links that consumers make between a
brand and its key product attributes.
A. The core customer value
B. Brand equity
C. Brand associations
D. Brand loyalty
E. The product mix
Answer:
Natalie operates on a pretty tight budget. She is a price-conscious shopper and usually
buys store or generic brands to save money. Recently, however, Natalie was given a
pretty substantial raise. As such, she has altered her shopping patterns and now
regularly buys more expensive name-brand goods. This is an example of
A. the substitution effect.
B. the price inelasticity coefficient.
C. the income effect.
D. the target return effect.
E. cross-price elasticity.
Answer:
The United States imports more goods from China than it exports to China. This is
known as
A. gross national income (GNI).
B. a trade surplus.
C. gross domestic product (GDP).
D. a trade deficit.
E. an import imbalance.
Answer:
Generally, people buy one product or service instead of another because they
A. want to get the lowest price possible.
B. perceive it to be the better value for them.
C. prefer to avoid doing extended problem solving.
D. have conducted a thorough internal search for information.
E. are unaware of key determinant attributes.
Answer:
Special in-store displays for magazines and chewing gum are most likely to be effective
if located
A. near the entrance to the store.
B. near the restrooms.
C. along the aisle or wall to the far right of the customer as he or she enters the store.
D. near the checkout counter.
E. in the window at the front of the store.
Answer:
Which of the following is most effective in building brand image, listing details about
retail locations and educating customers about products and services?
A. corporate blog
B. faxed newsletter
C. Super Bowl ad
D. corporate website
E. Twitter
Answer:
Micromarketing is also referred to as
A. loyalty marketing.
B. one-to-one marketing.
C. undifferentiated marketing.
D. concentrated marketing.
E. differentiated marketing.
Answer:
At the break-even point,
A. costs are zero.
B. price is maximized.
C. profits are zero.
D. fixed costs are zero.
E. contribution per unit is zero.
Answer:
Late in the day on September 11, 2001, the day of the World Trade Center attacks,
Americans purchased all the American flags Walmart stores had available, nationwide.
These purchases were indicative of
A. regional culture.
B. generational cohort characteristics.
C. country culture.
D. a red/blue marketing campaign.
E. the Walmart Effect.
Answer:
Gretchen has just started as a fashion marketing intern for an up-and-coming design
firm. She expected to begin right away implementing the four Ps she had learned about
in class. Instead, she was asked to work on a project identifying important events where
celebrities might wear the fashions. Gretchen soon realized that this activity was part of
__________, directly related to marketing.
A. sales promotions
B. cause-related marketing
C. public relations
D. press release development
E. a push-pull strategy
Answer: