Reebok Website Image
The Reebok website image above is an example of how the firm has effectively used
__________ technology to allow its customers to customize their athletic shoes.
a. wiki
b. RSS feed
c. choiceboard
d. e-mail
e. collaborative filter
Answer:
A method of classification that describes how many different types of products a store
carries and in what assortment is referred to as a __________.
a. product mix
b. service level
c. product assortment
d. store composition
e. merchandise line
Answer:
In global retailing, the acronym “OTC” stands for
a. Off the Cuff.
b. Over the Counter.
c. Off-tariff Countries.
d. Outstanding Trade Countries.
e. Off-shore Trade Consortiums.
Answer:
Ideally, in effective marketing planning, goals should be __________ in terms of what
is to be accomplished and by when.
a. consistent and straightforward
b. general and somewhat flexible
c. easily adaptive to changes in the enviro nment
d. very specific and unwavering
e. quantified and measurable
Answer:
The stage of the new product process that specifies the features of the product and the
marketing strategy needed to bring it to market and make financial projections is
referred to as
a. idea generation.
b. business analysis.
c. marketing analysis.
d. product development.
e. commercialization.
Answer:
The marketing department of an organization is responsible for facilitating
__________.
a. relationships, partnerships, and alliances with the organization’s customers,
shareholders, suppliers, and other organizations
b. healthy competition with other product manufacturers
c. financial contracts with banks and other lending institutions
d. alliances with firms with non-competitive products that target similar markets
e. relationships with governmental regulatory agencies
Answer:
Mobility as a future aspect of services refers to
a. the ability of networking technology to be incorporated into portable digital devices.
b. the ability to transport goods almost anywhere in the world within 24 hours.
c. the ability to transfer entire operations including a firm’s technology from one
location to the next within a matter of days.
d. the ability of consumers to purchase any service from any service provider anywhere
in the world.
e. the ability of service providers to move their operations to any location in the world.
Answer:
Nine out of every 10 diamonds sold in the world pass through India, making diamonds
that country’s largest export at $6.6 billion a year. One of the reasons for its success is
the nation’s 2,500 trading firms, banks, airlines, customers’ offices, and courier services
that make sure the diamonds are safely delivered. According to Michael Porter’s theory
about national competitive advantage, India’s success in the diamond industry is due in
part to its
a. company strategy, structure, and rivalry.
b. absence of competition.
c. related and supporting industries.
d. factor conditions.
e. demand conditions.
Answer:
Which of the following statements about the factors that influence demand is true?
a. As the availability of close substitutes increases, the demand for a product increases.
b. As real consumer income increases, the demand for a product increases.
c. As the price of close substitutes increases, the demand for a product declines.
d. Changing consumer tastes have little impact on the demand for a product.
e. As real consumer income decreases, the demand for a product increases.
Answer:
Filmmakers want movie titles that use the same factors that make a good brand name.
They must __________.
a. be creative
b. seem familiar
c. use alliterative techniques
d. be easy to remember
e. capture the essence of the film
Answer:
Which of the following statements regarding transit advertising is MOST accurate?
a. Transit advertising is well-suited for pioneering advertising.
b. Heavy travel times, when audiences are the largest, are not conducive to reading
transit advertising copy.
c. Selectivity in transit advertising is unavailable to advertisers who want to buy space
by neighborhood or bus route.
d. Transit advertising is creating safety hazards as people are busy reading the copy and
not paying attention to the own well-being.
e. Transit advertising is highly selective of target audience when used on regular transit
routes.
Answer:
Figure 1.
Figure 1. above outlines the distribution channels through which a product
manufactured in one country must travel to reach its destination in another country.
Which letter in the figure (“A,” “B,” “C,” “D,” or “E”) would identify intermediaries
used to move the product from one country to another?
a. “A”
b. “B”
c. “C”
d. “D”
e. “E”
Answer:
Communication is the process of conveying a message to others and it requires six
elements. These elements include: __________, a message, a channel of
communication, a receiver, and the processes of encoding and decoding.
a. a concept
b. a brand
c. a slogan
d. a source
e. an offer
Answer:
The legal concept of “let the buyer beware,” which was pervasive in the American
business culture prior to the 1960s, is referred to as __________.
a. ad nauseum
b. mea culpa
c. quid pro quo
d. cest la vie
e. caveat emptor
Answer:
Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept of linked
prosperity. Its mission consists of three interrelated parts: Ben & Jerry’s social mission
is to operate the Company in a way that actively recognizes the central role that
business plays in society by
a. promoting the quality concept through its commitment to making the finest ice
cream.
b. giving its stakeholders the greatest possible input into company marketing decisions.
c. generating enough revenue to be a completely nonprofit organization.
d. donating 10% of its net profits to local charitable causes and an additional 5% to
support producers that practice sustainable farming.
e. initiating innovative ways to improve the quality of life locally, nationally and
internationally.
Answer:
A disadvantage of the mall intercept interview method is
a. the difficulty in finding qualified interviewers to work at relatively low salaries.
b. the lack of reliability due to changes in customer traffic during holidays.
c. the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall
experience.
d. the people selected may not be representative of the targeted consumers.
e. the people only participate if they think they will receive something in return, so their
answers are often biased.
Answer:
New Balance offers shoes for men, women, and children in many sizes and foot widths.
It offers running, cross training, walking, golf, and other types of shoes. This an
example of the __________ that New Balance offers to its customers.
a. product items
b. depth of product line
c. breadth of product line
d. versatility of product family
e. variety of product mix
Answer:
The crowded aisles in retail stores at holiday time may cause shoppers to lose patience
and decide on their purchases with far less thought than they otherwise would due to
being uncomfortable. This situation is most closely related to which of the following
situational influences?
a. purchase task
b. social surroundings
c. physical surroundings
d. temporal effects
e. spatial surroundings
Answer:
Activities that focus on getting the right amount of the right products to the right place
at the right time at the lowest possible cost is referred to as __________.
a. sensitivity
b. distribution
c. logistics
d. direct selling
e. warehousing
Answer:
The level at which managers set a more specific strategic direction for their businesses
to exploit value-creating opportunities is referred to as the
a. marketing department level.
b. strategic business unit level.
c. corporate level.
d. functional level.
e. board of directors level.
Answer:
Recently, certain toys that were manufactured in China were found to have unsafe
levels of lead in the paint and were recalled. This action protected consumers’ right to
a. safety.
b. be informed.
c. be heard.
d. choose.
e. be treated courteously.
Answer:
In terms of distribution, when marketing channel members are engaged in buying,
selling, and risk taking, they are performing __________ functions.
a. logistical
b. merchandising
c. facilitating
d. implementation
e. transactional
Answer:
If a metropolitan statistical area contains a population of 2.5 million or more, it may be
subdivided into smaller areas called metropolitan divisions. In addition, adjacent
metropolitan statistical areas and micropolitan statistical areas may be grouped into
__________ statistical areas.
a. megapolitan
b. metropolitan
c. micropolitan
d. zip code
e. combined
Answer:
Which of the following statements best distinguishes macromarketing from
micromarketing?
a. Macromarketing uses a marketing program while micromarketing does not.
b. Macromarketing is affected by environmental forces but micromarketing is not.
c. Micromarketing is affected by environmental forces but macromarketing is not.
d. Macromarketing looks at the flow of an entire nation’s goods and services and
micromarketing concerns itself with the marketing activities of an organization.
e. Micromarketing looks at the flow of an entire nation’s goods and services and
macromarketing concerns the marketing activities of an organization.
Answer:
Toyota is generally acknowledged as the best in the world in revolutionizing the design
and manufacture of autos. Toyota managers created the doctrine of kaizen, or
__________.
a. continuous improvement
b. multi-level input
c. make haste, not waste
d. continuous production
e. continuous communication
Answer:
The type of vertical marketing system that achieves coordination at successive stages of
production and distribution by the size and influence of one channel member rather than
through ownership is referred to as a(n) __________.
a. corporate vertical marketing system
b. integrated vertical marketing system
c. contractual vertical marketing system
d. administered vertical marketing system
e. interactive vertical marketing system
Answer:
The __________ of a product is what customers are generally willing to pay.
a. customary price
b. asking price
c. target price
d. discount price
e. market price
Answer:
To create a successful advertising campaign on Facebook, a good strategy a brand
manager can use is to
a. create ads that will appear in a specified, strategic position on every page when users
log into their profiles.
b. create and send an e-mail message to every registered Facebook user.
c. create video ads with a funny, engaging, character spokesperson for the brand that
will capture users’ attention and “go viral.”
d. create ads that incorporate controversial topics like religion and politics to get
Facebook users to “like” their Page.
e. create a Facebook profile for every employee to show Facebook users the
professionalism and dedication of the marketing team.
Answer:
Stores that carry a broad product line with limited depth are referred to as __________.
a. limited-line stores
b. general merchandise stores
c. scrambled merchandise stores
d. hypermarkets
e. intertype outlets
Answer:
An effective technique a firm can use to appraise its internal strengths and weaknesses
and external opportunities and threats is referred to as (a) __________.
a. SWOT analysis
b. strategic management planning
c. environmental scanning
d. market-product grid analysis
e. marginal analysis
Answer:
A perceptual map can be used to identify a firm’s product in terms of how closely it fits
the “ideal” perceptions of __________ and where it fits in relationship to competitors’
products.
a. stakeholders
b. competitors
c. consumers
d. the CEO of the firm
e. independent rating organizations such as Consumer Reports
Answer:
One of the six ORGANIZATION-RELATED problems that can cause new-product
failures is __________.
a. poor product quality
b. encountering groupthink in task force and committee meetings
c. poor execution of the marketing mix
d. bad timing
e. incomplete market and product protocol
Answer:
A global market-entry strategy that entails a domestic firm actually investing in and
owning a foreign subsidiary or division is referred to as
a. licensing.
b. local assembly.
c. a joint venture.
d. direct investment.
e. local manufacturing.
Answer: