An opinion leader is an individual
A. within an organization who influences decision-making.
B. who is able to use moral suasion to get others to comply with the latest trends.
C. in an organization who encourages other paid individuals to forward
marketer-initiated messages to others via e-mail, social networking websites, and blogs.
D. who exerts direct or indirect social influence over others.
E. who is able and willing to cut red tape and move an organization’s marketing
program forward.
Answer:
If a firm’s marketing dashboard displays a BDI over 100 for a consumer packaged good,
such as General Mills’ Warm Delights Minis, this indicates which of the following?
A. a weak brand position in a segment
B. a strong brand position in a segment
C. above-average product category purchases by a market segment
D. below-average product category purchases by a market segment
E. There is not enough information to make any conclusions.
Answer:
The type of appeal used to suggest to the audience that the product will increase the
attractiveness of the user is referred to as a(n) __________.
A. authoritarian appeal
B. coercive appeal
C. family appeal
D. fear appeal
E. sex appeal
Answer:
Yum! Brands, the restaurant division of PepsiCo, has 12,600 KFC restaurants abroad,
with more than 3,700 restaurants in China. Many of the latter are locally owned and
subject to a contractual agreement that allows the owners to operate the business under
the established KFC brand name and according to specific rules. Yum! Brands is
engaged in
A. contract assembly.
B. a joint venture.
C. contract manufacturing.
D. a partnership.
E. franchising.
Answer:
Some singers sing a great song that shoots to the top of the charts. The singers then go
on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly
if they are unable to follow their first hit song with a second one), they are singing in
half-filled concert halls, then smaller clubs, and eventually no one wants to hear them
perform. Such “one-hit wonder” singers are best categorized as being __________
products.
A. fad
B. low-learning
C. fashion
D. generalized
E. high-learning
Answer:
Which of the following statements regarding corporate vertical marketing systems is
most accurate?
A. Corporate vertical marketing systems combine successive stages of production and
distribution under shared ownership with all links in the marketing chain sharing title to
the goods.
B. Corporate vertical marketing systems can use forward integration or backward
integration but not both.
C. Corporate vertical marketing systems increase distribution costs.
D. Corporate vertical marketing systems result in increased capital investments and
fixed costs.
E. Corporate vertical marketing systems are only effective with low-end consumer
products.
Answer:
A group of product or service items that are closely related because they satisfy a class
of needs, are used together, are sold to the same customer group, are distributed through
the same types of outlets, or fall within a given price range is referred to as a
__________.
A. product class
B. product mix
C. product category
D. marketing category
E. product line
Answer:
Bots refer to
A. web pages that serve as publicly accessible personal journal for an individual or
organization.
B. computer files that a marketer can download onto the computer or mobile phone of
an online shopper who visits the marketer’s website.
C. electronic shopping agents that comb websites to compare prices and product or
service features.
D. filters that reduce the number of unsolicited messages allowed into an individual’s
e-mail account.
E. interactive Internet-enabled systems that allow individual customers to design their
own products and services.
Answer:
A moral philosophy that exists in the Consumer Bill of Rights and is favored by moral
philosophers and consumer interest groups is referred to as __________.
A. social responsibility
B. moral idealism
C. utilitarianism
D. hedonism
E. the Golden Rule
Answer:
Figure 2-5
Consider Figure 2-5 above. A family owns a gelato business in a small town square next
to a park, a favorite place for parents and children to stop on their way home from work
or school. However, the business owner is barely making ends meet. He experiments by
purchasing large take-home containers so customers can not only not only consume
gelato in the park but also enjoy it after dinner at home. Sales of gelato soar and profits
begin to rise. This is an example of a __________ strategy that would be found in
quadrant __________.
A. product penetration; A
B. market penetration; A
C. product development; B
D. market development; B
E. market development; C
Answer:
Which of the following is an example of good communication between buyer and
seller?
A. disintermediation
B. selective distribution
C. reverse logistics
D. forward integration
E. order status reports
Answer:
The Foreign Corrupt Practices Act
A. makes it a crime for U.S. corporations to bribe an official of a foreign government or
political party to obtain or retain business in a foreign country.
B. has different levels of punishment based upon the wealth of the host nation.
C. regulates only the behavior of U.S. businesses conducting business within the United
States.
D. makes the theft of trade secrets by foreign entities a federal crime in the United
States.
E. is a unilateral agreement the United States made with several developing nations.
Answer:
Perhaps the most well-known component of Xerox’s sales management process is its
A. stellar business reputation.
B. sustainability programs.
C. sales representatives training program.
D. challenging and dynamic environment.
E. use of information technology.
Answer:
For millennials, environmental sustainability means __________.
A. engaging in free market economics with fair but limited regulations to manage
exchange relationships
B. social responsibility, or having organizations being accountable to society for their
actions
C. exploiting a nation’s natural resources for the betterment of its society
D. seeking advanced jobs in agriculture that emphasize economies of scale in farming
and ranching
E. executing an aggressive strategy regarding oil and natural gas exploration to make
the United States energy independent
Answer:
The __________ element of the marketing mix includes personal selling and sales
promotion.
A. product
B. price
C. promotion
D. place
E. people
Answer:
Whistle-blowers refer to
A. employees who are simultaneously employed by competing firms and who trade
company secrets.
B. employees who blackmail or extort money from their employers.
C. employees who are coerced by their employers to participate in illegal or unethical
activities.
D. customers who report unethical or illegal actions of the firms that market the
offerings they purchased.
E. employees who report unethical or illegal actions of their employers.
Answer:
Pizza Hut’s most frequent customers divide into two categories: (1) __________ and (2)
young adult males with active lifestyles.
A. people returning home from work
B. families and mothers with no time
C. college students living on campus
D. men who watch sports on weekends
E. high school students on dates
Answer:
The buying situation where users, influencers, or deciders want to change product
specifications, price, delivery schedule, or supplier for an item that is largely the same
as what was previously purchased is referred to as a
A. secondary buy.
B. straight rebuy.
C. modified rebuy.
D. adapted buy.
E. remake buy.
Answer:
When Philip Morris changed its name to Altria, it ran __________ institutional ads to
inform consumers.
A. competitive
B. advocacy
C. pioneering
D. reminder
E. stakeholder
Answer:
Price discrimination is illegal under the
A. Sherman Act.
B. Consumer Goods Pricing Act.
C. Robinson-Patman Act.
D. Federal Trade Commission Act.
E. Anti-Competitive Act.
Answer:
Figure 16-4
In using social media, a brand manager tries to select and use one or more social
networks from the hundreds that exist. This often entails assessing (1) the number of
users or unique visitors to the website and (2) __________.
A. the characteristics of these visitors
B. the availability of social network to run apps
C. the ability of the site to be measured in terms of its sales, profitability, distribution
density, and other performance metrics
D. the ability of the social network to pull controversial content
E. the site’s ability to present the results of key word searches to improve the odds of a
firm’s products showing up in user searches
Answer:
Figure 16-4
According to Figure 16-4 above, the correct rank order of social network sites from
MOST to LEAST popular as measured by the number of unique U.S. visitors as of
mid-2014 is
A. Facebook, LinkedIn, YouTube, and Twitter.
B. Facebook, Twitter, YouTube, and LinkedIn.
C. YouTube, Facebook, Twitter, and LinkedIn.
D. Facebook, YouTube, Twitter, and LinkedIn.
E. Twitter, Facebook, YouTube, and LinkedIn.
Answer:
Figure 7-5
Figure 7-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does E represent?
A. external data sources
B. results
C. data warehouse
D. internal data sources
E. buying queries
Answer:
Subgroups within the larger, or national, culture with unique values, ideas, and attitudes
are referred to as
A. reference groups.
B. families.
C. social classes.
D. subcultures.
E. normative groups.
Answer:
1-800 Contacts is a company based in Draper, Utah that sells contact lenses
manufactured by other well-known companies, including Johnson & Johnson Vision
Care, Ciba Vision, Bausch & Lomb and CooperVision. It would most likely be
classified as a(n) __________.
A. industrial service provider
B. healthcare provider
C. reseller
D. industrial firm
E. government agency
Answer:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the relatively high cost.
D. the lack of noise associated with the use of magazines in the communication
channel.
E. the antagonism with environmentalists.
Answer:
Although not strictly illegal, the U.S. Justice Department frowns on reciprocity because
the practice
A. gives an unfair advantage to smaller companies.
B. gives an unfair advantage to larger corporations.
C. reduces the amount of taxes paid by the parties involved.
D. restricts the normal operation of the free market.
E. encourages free trade.
Answer:
Consumerism refers to
A. a movement of conspicuous consumption that began when the World War II ended.
B. conducting business in a way that protects the natural environment while making
economic progress.
C. a collaborative effort between buyers and sellers to create an exchange where each
benefit.
D. the recognition of the need for organizations to improve the state of people, the
planet, and profit simultaneously if they are to achieve sustainable, long-term growth.
E. the grassroots movement started in the 1960s to increase the influence, power, and
rights of consumers in dealing with institutions.
Answer:
A(n) __________ exists when producers and ultimate consumers deal one-on-one with
each other.
A. strategic channel alliance
B. direct channel
C. horizontal marketing exchange
D. indirect channel
E. dual distribution channel
Answer:
Registration under the Lanham Act provides important advantages to a trademark
owner that has used the trademark in interstate or foreign commerce, but it does not
A. allow a trademark to be used for more than 83 years.
B. provide reciprocity with foreign firms allowing their trademarks to be honored here.
C. prevent other firms from obtaining similar trademarks for significant improvements
on the original product.
D. guarantee protection under the Trademark Law Revision Act.
E. confer ownership.
Answer:
Which of the following is a commonly held value in the United States?
A. the importance of rank and status.
B. the importance of tradition.
C. belief in fate.
D. competition.
E. acceptance of birthright.
Answer:
When a company sells a new product with the current brand name to enter a new
market segment in its product class, it is using a __________ strategy.
A. mixed branding
B. brand extension
C. co-branding
D. family branding
E. product line extension
Answer:
Multicultural marketing refers to combinations of the marketing mix that reflect the
unique attitudes, ancestry, communication preferences, and lifestyles of different
__________.
A. races or ethnic groups
B. nations
C. religions
D. generational cohorts
E. genders
Answer: