The communication capabilities of Internet-enabled technologies provide consumer
convenience, reduce information search costs, and make choice assistance possible.
Communication also promotes __________.
A. consumer responsibility
B. closer global alliances
C. web communities
D. social responsibility
E. courteous online dialogue
Answer:
One of the sales growth strategies Amazon considered early on is (the) __________.
A. sales of books
B. sales of consulting services
C. sales of original paintings and wall art
D. selling Amazon’s distribution centers
E. sales of greeting cards and invitations
Answer:
Microsoft introduced its Zune player a few years after Apple launched its iPod and
other competitors had offered their new MP3 players. Zune sales were very
disappointing and Microsoft eventually killed the product. According to the textbook,
the primary reason for the Zune’s failure was due in large part to
A. bad timing.
B. not satisfying customer needs on critical factors.
C. poor product quality.
D. an insignificant point of difference.
E. incomplete market and product protocol.
Answer:
Internet-enabled technology employed in transmitting information from
marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to
as __________.
A. customerization
B. viral marketing
C. communication
D. spam
E. buzz
Answer:
When manufacturers market their product lines using transactional websites, they often
A. cooperate with marketplace retailers to share fulfillment and sales.
B. run the risk of breaking anti-competitive laws, such as the Clayton Act.
C. keep their websites as simple as possible.
D. change their pricing strategy from a skimming to a penetration pricing strategy.
E. employ the services of Internet warehouses so they do not have to maintain title to
the goods.
Answer:
Asking the prospect to make a decision on some aspect of the purchase is referred to as
a(n) __________ close.
A. urgency
B. preemptory
C. presumptive
D. trial
E. final
Answer:
One of the problems associated with self-regulation is
A. the lack of a written code of ethics by firms in the industry.
B. the intrusive enforcement by the FTC.
C. the opportunity corporate for espionage by competitors.
D. the absence of an industry association with persuasive power.
E. noncompliance by members.
Answer:
Important buying process characteristics in organizational buying behavior include
which of the following?
A. Few large transactions are made over the Internet due to concerns of industrial
espionage.
B. Negotiations, purchases, and delivery occur in real time at an accelerated rate.
C. There are often reciprocal arrangements and negotiations between buyers and sellers.
D. Most purchases are made through government-licensed negotiators.
E. Direct selling to organizational buyers is rare because it is cost-prohibitive.
Answer:
The major difference between an off-price retailer and a discount store is that off-price
retailers purchase merchandise from manufacturers __________ and discount stores
buy from wholesalers __________.
A. who are trying to offload returned or slightly irregular inventory; selling new but
inexpensive merchandise
B. at below wholesale prices; and charge a high initial price with the full intent of
taking markdowns later
C. at below wholesale prices; at full price but take a less of a markup
D. at various price points; at the lowest price points possible
E. who are part of a retailing cooperative; who are part of a wholesaling cooperative
Answer:
In the VALS framework, consumers motivated by achievement look for products and
services that demonstrate success to their peers or to a peer group they aspire to. A
segment of the achievement-motivated groups, known as __________, are trendy,
fun-loving, and less self-confident than Achievers.
A. Strivers
B. Experiencers
C. Believers
D. Makers
E. Survivors
Answer:
Organizations face three specific kinds of buying situations. They are new buy, straight
rebuy, and modified rebuy. Collectively, these situations are referred to as
A. industrial buying behavior.
B. reseller buying behavior.
C. buy classes.
D. purchase criteria.
E. consideration sets.
Answer:
Allowances, like discounts, refer to
A. rewards given to retailers to encourage early payment.
B. payment extensions given to cash-strapped consumers during the current recession.
C. list price deductions based on surges in consumer demand.
D. list price deductions based on sudden drops in consumer demand.
E. reductions from list or quoted prices to buyers for performing some activity.
Answer:
Dutch tulip growers have developed pre-sprouted bulbs which will bloom in just a few
weeks after spring planting so people who did not plant bulbs in the fall can have spring
flowers. Nurseries plan to promote the pre-sprouted tulips to people who appreciate
finer things and will pay a premium price. Which of these VALS segments would be
most suitable to target?
A. Survivors
B. Believers
C. Makers
D. Innovators
E. Experiencers
Answer:
Penningtons Superstore specializes in plus-size fashions for women. It recognized a
potential marketing opportunity in plus-size junior clothes and was considering adding
a line of teen plus-sizes to its 117 stores. Before doing so, it contracted with a marketing
research firm to make sure that the teen plus-size market was a viable one. Decision
makers needed the results of its study by September 15 so Penningtons could introduce
the line the following March, if the market was viable. The major constraint for
research here is __________.
A. collecting secondary data
B. finding primary research candidates to interview
C. meeting the time deadline
D. establishing measures of success
E. locating age-appropriate styles in plus sizes
Answer:
Which of the following statements about subliminal perception is most accurate?
A. The Federal Communications Commission (FCC) believes that subliminal
perception can be effective with a large majority of consumers.
B. Subliminal messages are illegal in the United States.
C. Subliminal messages are more effective now due to the advances in
computer-generated images in movies and TV programs.
D. About half of U.S. consumers think that subliminal messages can cause them to buy
products and services they don’t want.
E. The use of subliminal messaging is monitored by the Better Business Bureau.
Answer:
When Hunter went to the hardware store looking for gloves to wear while refinishing a
table, he bought one pair because that was all he needed. But when the hardware store
purchased the gloves, it purchased a case containing 100 pairs of identical gloves.
Which logistical function did the hardware store perform for Hunter and its other
customers here?
A. marketing
B. buying
C. sorting
D. assorting
E. risk taking
Answer:
An advertising agency that deals in creative work and is compensated by a contractual
agreement for the services performed is referred to as a(n) __________.
A. full-service agency
B. in-house agency
C. modified-service agency
D. limited-service agency
E. sales promotion firm
Answer:
Direct selling, sometimes called __________, involves direct sales of goods and
services to consumers through personal interactions and demonstrations in their home
or office.
A. interface marketing
B. flex-marketing
C. interactive selling
D. responsive selling
E. door-to-door retailing
Answer:
Nicole owns a small organic spice company called RaisaSpice and was looking for a
new product to add to her company’s line. A friend suggested combining spices from
India with tea. In the __________ stage of the new-product process, the spice and tea
mixtures were distributed to grocery stores in Portland and Seattle to see if they sold
well.
A. idea generation
B. screening and evaluation
C. business analysis
D. market testing
E. commercialization
Answer:
The department secretary orders pens, copy paper, and printer ink cartridges for the
department from the Corporate Express catalog nearly every month. This is an example
of a
A. new buy.
B. straight rebuy.
C. modified rebuy.
D. make-buy.
E. standard reorder.
Answer:
A firm conducting an environmental scan of the marketplace might uncover key
__________ like the impact of new robot technology and the growth of online privacy
and regulation.
A. profits
B. responsibilities
C. idealisms
D. codes
E. trends
Answer:
Another name for the analysis of consumer lifestyles is __________.
A. demographics
B. psychographics
C. social statistics
D. physiological needs
E. sociographics
Answer:
Figure 4-5
Considering Figure 4-5 above, carrying an American Express Centurian Card would be
found in what level of the Maslow hierarchy of needs?
A. physiological
B. self-actualization
C. personal
D. safety
E. social
Answer:
StuffDOT’s vision is to
A. promote a message that is uplifting and empowering for pre-teen and teenage girls.
B. wage a battle for niceness by addressing bullying being faced by young girls.
C. encourage tween and teen girls to turn from bitter to sweet.
D. reward users, primarily women, for shopping and sharing online.
E. share images of favorite things by women for other women.
Answer:
Figure 1-1
In Figure 1-1 above, the center ring E in an organization consists of __________, which
oversees the departments surrounding it.
A. marketing.
B. manufacturing.
C. human resources.
D. senior management.
E. finance.
Answer:
One of the most common forms of retail ownership is the __________ owned by a
person.
A. corporate chain
B. consumer cooperative
C. contractual system
D. independent retailer
E. administered system
Answer:
All of the following are the four more widely used social networks discussed in the
textbook based on their impact to both consumers and organizations EXCEPT:
A. Twitter.
B. YouTube.
C. Facebook.
D. LinkedIn.
E. Pinterest.
Answer:
Which of the following is considered one of the major factors that influences an
individual’s personal moral philosophy and ethical behavior?
A. organizational structures
B. legislation
C. federal regulatory agencies
D. a nation’s moral philosophy
E. business culture and industry practices
Answer:
3M Scotchgard Photo
Consider the 3M Scotchgard photo above. 3M voluntarily stopped the production of a
chemical used as an ingredient in its Scotchgard fabric protector because minute
amounts were found in the tissues of both animals and humans and the company feared
there could be health affects at high levels. The moral philosophy that guided 3M in
making this decision was __________.
A. moral idealism
B. utilitarianism
C. green marketing
D. stringent laws
E. cause marketing
Answer:
Online buying in organizational markets is prominent because Internet technology
A. allows companies to increase their innovation cycles.
B. substantially increases brand loyalty.
C. can convey timely information quickly.
D. narrows the potential customer base for many products.
E. totally eliminates marketing costs.
Answer:
Large organizations are extremely complex, and usually consist of __________
organizational levels whose strategies are linked to marketing.
A. two
B. three
C. five
D. six
E. seven or more
Answer:
Which of the following statements demonstrate the formation of a segment based on
household size?
A. Campbell’s makes a spicier nacho cheese sauce for its distributors in Texas than it
does in Maine.
B. GE built a downsized microwave oven to hang under kitchen cabinets.
C. Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
D. A fast-food hamburger restaurant is only open for breakfast on weekdays and
Saturdays but not Sundays.
E. A gourmet grocer advertises its services on a small-audience classical music station
even though there is a much larger-audience rock station in the area.
Answer:
A __________ can be compared to a pipeline through which water flows – making
possible the flow of products from a producer, through intermediaries, to a buyer.
A. marketing chain
B. marketing hierarchy
C. marketing agent
D. marketing channel
E. marketing network
Answer:
M&Ms Image
Consider the M&Ms image above. Which promotional element is Mars, the marketer of
M&Ms, using to promote its product?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. direct marketing
Answer:
What is publicity? What are the main types of publicity tools? What is the main
objective of each type of tool?
Answer:
What is an important limitation of NAICS codes that inhibit their usefulness?
Answer:
Describe the three types of organizational markets and give examples of each.
Answer:
What actions does the Federal Trade Commission have the power to implement when
dealing with deceptive or misleading advertising and unfair business practices?
Answer:
An increasing percentage of turkeys are now being marketed as free range. Consumers
typically pay $1 more per pound for free-range turkeys, which are thought to have lived
more humane or avian lives – and as a result, to taste better than conventionally-raised
turkeys. The USDA defines a free-range bird as one that has been allowed access to the
out-of-doors. Are turkey growers who allow their birds to access the out-of-doors only
moments before they are killed acting socially responsible?
Answer:
Briefly explain what a marketing “driver” is. Give three examples.
Answer:
At the BMW website, BMW.com, you can design your own BMW with the exact
features you desire. If you choose to use this method to purchase a car, what type of
utility(ies) has(have) been created?
Answer:
What are the four components of the implementation phase of the strategic marketing
process?
Answer:
Name and briefly describe the seven types of organizational goals or objectives.
Answer:
Briefly explain the difference between a direct forecast and a lost-horse forecast.
Answer:
What categories of products are classified as business support products? Give an
example of each category.
Answer:
List the six reasons why consumers shop and buy online.
Answer:
What is a channel captain? What is its function and how does it accomplish this?
Answer:
How could a firm use a test market in its new-product process?
Answer:
What assumption does the stimulus-response presentation format make?
Answer:
Define product positioning. What are two approaches to product positioning? Give an
example of each approach.
Answer:
The promotion decision process is divided into three steps. What are they? Briefly
describe each one.
Answer: