Which of the two types of appeals does each of these ads represent?
(a) “Be all you can be in the Army.”
(b) “Enlist in the Army today for $20,000 in educational support.”
Answer:
The concept of __________ refers to the area between customers’ expectations
regarding desired service and their minimum levels of acceptable service.
A. voice-of-customer programs
B. empowerment
C. the zone of tolerance
D. standards analysis
E. quality gap analysis
Answer:
________ refers to the moral or ethical dilemmas that might arise in a business setting.
A. Marketing ethics
B. Business ethics
C. Social irresponsibility
D. Corporate responsibility
E. Institutional ethics
Answer:
By setting appropriate service standards and measuring service performance, firms can
attempt to close a __________ gap.
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
Answer:
If your company hired you to make sales calls via the telephone, it hired you to perform
A. cold calling.
B. telemarketing.
C. relationship selling.
D. inbound marketing.
E. role reversal selling.
Answer:
Marketers selling milk, bread, and other consumer staples know that most customers do
not spend much time searching or comparing alternatives. For most consumers, these
are _____________ goods.
A. specialty
B. shopping
C. convenience
D. ritual
E. impulse
Answer:
Each time you go to the grocery store and have your purchases scanned while using a
loyalty or bonus reward card, you are contributing to a database that can help marketers
determine all of the following except
A. what a typical shopping list looks like.
B. whether changes in prices affect buying.
C. marketplace trends.
D. what kinds of promotions might be attractive to you.
E. other stores where you buy similar products.
Answer:
If a firm declared that it wanted to develop a strategic relationship, but was unwilling to
commit funds or any effort to make it succeed, there would be an obvious lack of
A. mutual trust.
B. common goals.
C. a contractual arrangement.
D. credible commitments.
E. open communication.
Answer:
Though a picture may be worth a thousand words, the most important facet of encoding
is
A. who draws the picture.
B. the self-visualization process.
C. not what is received, but rather what is sent.
D. the sponsor rather than the receiver.
E. not what is sent, but rather what is received.
Answer:
Gwen recognizes that one of her roles as a company sales rep is to be the firm’s
frontline emissary. As such, she strives to
A. use whatever means necessary to capture every possible sale.
B. focus on short-term results.
C. build long-term relationships with customers.
D. disparage competitors’ offerings.
E. shift organizational control from production to marketing.
Answer:
A __________ gap reflects the difference between customers’ expectations and the
firm’s perception of those customer expectations.
A. quality
B. knowledge
C. standards
D. delivery
E. communication
Answer:
The right communication channel to use in IMC is
A. the traditional channel used in that particular retail sector.
B. network advertising, local newspapers, and regional radio stations.
C. the one that will connect to the desired recipients.
D. the one with the best encoding capabilities.
E. the one that maximizes decoding difficulty.
Answer:
Salespeople should be evaluated and rewarded only for those activities and outcomes
that
A. generate the most income.
B. increase the number of customers.
C. fall under their control.
D. reduce manufacturing costs.
E. cut into competitors’ sales.
Answer:
Generally, less money is spent on advertising in B2B markets because
A. B2B marketing usually involves more personal selling.
B. B2B marketing is too expensive to use advertising.
C. business customers prefer coupons.
D. B2B markets are too homogeneous to use advertising.
E. publicity is the most effective advertising in B2B markets.
Answer:
Steven managed an auto parts store in the 1990s. At that time, stockoutsfailure to have
the parts auto mechanics needed to do their work that dayincreased the likelihood of the
mechanics becoming customers of competing auto supply stores. To avoid this problem
and keep his business customers, Steven most likely
A. canceled orders and shifted the business to competitors.
B. increased promotional outlays to overcome customer dissatisfaction.
C. used exclusive geographic territories to reduce supply chain inefficiencies.
D. stockpiled inventory, adding to the cost of providing auto parts.
E. returned to traditional distribution center logistics.
Answer:
When using the objective-and-task method of IMC budgeting for multiple products and
services, how often must the process be repeated?
A. never, after the first product/service
B. once, for each individual product and service
C. once, by each management team member
D. only when a product is removed from the line
E. when the prior year’s budget is exceeded
Answer:
A customer who is shopping for fashionable but relatively low-cost merchandise in a
pleasant environment is shopping at a(n)
A. specialty store.
B. extreme value retailer.
C. full-line discount store.
D. department store.
E. convenience store.
Answer:
The perceptions of __________ are being measured in a perceptual map.
A. competitors
B. strategic planners
C. the company’s executive team
D. the current R&D team
E. consumers
Answer:
Customers must see value in a product or service before they are willing to exchange
time or money to obtain it, but not all customers see the same value in a product. To
analyze how many units will be sold at any given price point, marketers draw on
A. a demand curve.
B. the law of averages.
C. multiple regression analyses.
D. target return strategies.
E. a sales orientation.
Answer:
While JIT systems have many benefits, they
A. make the logistics function more complicated.
B. interfere with new product development functions.
C. confuse customers.
D. work only in vertical marketing systems.
E. decrease the accuracy of demand forecasts.
Answer:
When Talbots, an upscale women’s clothing store, tries to portray an image of
“traditional, conservative, and with good taste,” it is appealing to its target market’s
A. lifestyle.
B. geodemographics.
C. demographics.
D. loyalty.
E. PRIZM segment.
Answer:
Of the various types of blogs, which one do marketers have the lowest level of control
over?
A. personal
B. corporate
C. professional
D. corporate microblogs
E. professional microblogs
Answer:
__________ are a measure that indicates what percentage of potential customers act as
the marketer hopes, either by clicking, buying, or donating.
A. Sentiment rates
B. Conversion rates
C. Bounce rates
D. Keyword rates
E. Mobilization rates
Answer:
Yvonne uses her customer relationship management (CRM) system to predict when her
business customers will need more of her company’s packaging materials. When she
thinks a customer should be ready to make another order, she contacts them. Yvonne is
using CRM to encourage customers to engage in a(n)
A. new buy.
B. modified rebuy.
C. adapted buy.
D. straight rebuy.
E. generic buy.
Answer:
Which of the following is a key hallmark of advertising?
A. It is more effective in reaching consumers than other forms of promotion.
B. It is almost always used in conjunction with consumer satisfaction surveys.
C. It is a paid form of marketing communication.
D. It is designed to remind, rather than persuade consumers.
E. It is designed for small, targeted audiences only.
Answer:
As firms become more sophisticated in their communication efforts, the trend is toward
company blogs becoming more
A. interactive.
B. expensive.
C. company-controlled.
D. consumer-controlled.
E. entertainment-oriented.
Answer:
Which technological advancement enables a firm to track an item from the moment it
was manufactured, through the distribution system, to the retail store, and into the
hands of the final consumer?
A. RFID tags
B. JIT inventory systems
C. data mining systems
D. greenwashing
E. Internet cookies
Answer:
Which of these is a macroenvironmental factor?
A. culture
B. corporate partners
C. competition
D. company
E. competencies
Answer:
When Pat was talking with his customer about the new accounting system, his customer
mentioned that she thought the new system was not going to fit into their budget. Pat
explained that once her people were trained on it, it would require less time to process
orders, and therefore save her money in payroll. Which part of the sales presentation is
demonstrated in this example?
A. generating and qualifying leads
B. the presentation
C. overcoming reservations
D. the preapproach
E. follow-up
Answer:
When Dr. Putt invented his Eye-Over-the-Ball (EOB) golf putting device, he knew
during the introductory stage
A. sales would rise quickly, profits would jump, and even laggards would buy his
product.
B. sales would level off, profits would decline, and mature golfers would be attracted to
his product.
C. sales would slow down, profits would peak, and early adopters of golf equipment
would be his major customers.
D. sales would be low and profits nonexistent, but he would attract golf equipment
innovators.
E. sales would be low, profits would be high, and all potential golfers would jump at the
opportunity to buy his product.
Answer:
Relatively few consumers like to go to the dentist. Dental insurance plans that pay for
regular checkups increase the __________ of dental care by reducing the cost to the
consumer.
A. perceived value
B. brand awareness
C. brand loyalty
D. generic positioning
E. brand extension
Answer:
Astute marketers recognize that the increasing disparity of income between upper- and
lower-income groups
A. will create inflationary expectations.
B. will disappear as ethnicity becomes a stronger cultural determinant.
C. creates opportunities to provide value to each group.
D. will vanish once the recession ends.
E. is attributable to technological expertise of immigrant groups.
Answer:
Von told the sales rep he wasn’t buying his product because it cost too much. In terms of
the personal selling process this is called
A. an excuse.
B. a ruse.
C. a reservation.
D. a rebuttal.
E. a rebuff.
Answer:
The goals of IMC need to
A. expand as the advertising budget expands.
B. be explicit and measurable.
C. be encoded before they can be decoded.
D. include both the noise effect and the transmitter effect.
E. be separate from budget.
Answer:
You are shopping for a new car. Using the steps in the consumer decision process,
describe what you would do at each step during the purchasing experience.
Answer:
Describe an example of a product placement you have recently seen, and if it was
effective.
Answer:
Why might an active Facebook user also want to participate in LinkedIn?
Answer:
For many American consumers, the purchase of a personal computer has shifted from
an extended problem-solving decision to a limited problem-solving decision. How does
this change the way retail stores should display and sell computers?
Answer:
After finishing his marketing degree, Ryan inherited the family shrimp shack restaurant.
The restaurant is a small, local institution that beach visitors have been coming to for
decades. Ryan wants to make his business grow and is considering either a market
penetration or market development strategy. Describe what Ryan will likely do if he
pursues either strategy.
Answer:
Provide two decision-making examples: one of an occasion when a consumer might use
a compensatory decision rule, and one when the consumer might use a
noncompensatory decision rule. For each, briefly identify the characteristics of the
decision that would make a compensatory or noncompensatory rule the best choice. Be
specific.
Answer:
Suppose you worked at a restaurant near campus, one that was popular with students,
and the manager asked you to explain how the restaurant might benefit from using
location-based social media tools. How would you answer?
Answer:
Identify the four general types of organizational buying center cultures, and explain
how these may impact the approach taken by a salesperson.
Answer:
In July 2010, Microsoft discontinued the Kin, its social networking phone, after just six
weeks of disappointing sales. During what step of the strategic marketing planning
process would Microsoft have made the decision to stop offering the product?
Answer:
Describe each of the sales training techniques discussed in the chapter: on-the-job
training, role playing, online training, and distance learning. What are the benefits of
each?
Answer:
Describe the objective and subjective ways that can be used to evaluate a salesperson’s
performance. When should each be used?
Answer:
Suppose that six months ago, Levi Strauss began working with a new vendor for
zippers, snaps, and other hardware used on its jeans. Now the buying center wants to
assess the new vendor’s performance. Describe how Levi Strauss might perform this
assessment. Be specific.
Answer:
Alex has trouble closing sales with new customers but not with existing customers.
What advice would you give Alex?
Answer:
Marketing is a dynamic practice. While you are watching your competitors, they are
watching you. Assume that you have just redesigned a product that is in the maturity
phase of the product life cycle and have identified some new market segments. How do
you think your competitors will respond?
Answer:
Suppose that a restaurant near campus wants to use social media to get more people to
visit the restaurant. The manager plans to offer a free dessert to anyone who “likes” the
restaurant’s Facebook page. In this situation, how would you measure the conversion
rate?
Answer:
Jacinta has just learned that a brand of clothing she has been selling for years in her
store is being made by workers in sweatshops, under inhumane working conditions, by
workers paid subsistence wages. Which of the questions in the ethical decision-making
metric will most likely affect her decision to discontinue the brand?
Answer:
Why is tracking the impact of an advertising campaign challenging?
Answer: