Garrett has just purchased a beer distributorship. He wants to increase the visibility of
his firm in local markets, but he knows there are a number of regulations and socially
accepted practices associated with promoting alcoholic beverages. According to the
framework for ethical decision making, the first thing Garrett should do is to
A. identify issues that need to be addressed.
B. promote the firm’s corporate social responsibility efforts.
C. gather information and identify stakeholders.
D. brainstorm alternatives.
E. choose a course of action.
Answer:
Four frequently used targeting strategies are the micromarketing, undifferentiated,
differentiated, and __________ targeting strategies.
A. geographic
B. benefit-based
C. economic
D. global
E. concentrated
Answer:
All of the following statements regarding marketing metrics are true except
A. they can be used at various levels in an organization.
B. they assist in comparing results among SBUs.
C. they cannot be used to project the future.
D. they quantify a trend, dynamic or characteristic.
E. they help a firm make appropriate adjustments to its marketing plan.
Answer:
To get us to remember their ad and the product or brand in the ad, advertisers must first
A. use persuasion.
B. offer incentives.
C. create effective PSAs.
D. get our attention.
E. vary between flighting and pulsing scheduling.
Answer:
With a __________ pricing strategy, marketers set a low initial price for the
introduction of a new product or service.
A. market penetration
B. bundling
C. price fixing
D. reference
E. skimming
Answer:
_______ occurs when members of the marketing channel collude to control the prices
passed on to consumers.
A. Loss leader price fixing
B. Bait-and-switch price fixing
C. Horizontal price fixing
D. Vertical price fixing
E. Predatory pricing
Answer:
The process of salespeople creating blogs to draw customers in and generate leads is a
process known as
A. telemarketing.
B. inbound marketing.
C. target marketing.
D. test marketing.
E. team selling.
Answer:
Which of the following is least likely to be a source of ideas for new products?
A. R&D efforts
B. licensing agreements
C. consumer research
D. geodemographic segmentation
E. brainstorming
Answer:
Traditionally, marketers have seen the role of __________ as generating short-term
results, whereas the goal of __________ was to lead to long-term results.
A. public relations; institutional advertising
B. advertising; personal selling
C. sales promotion; advertising
D. advertising; public relations
E. corporate blogs; public relations
Answer:
Christy, who was born in 1955, advocated for “casual Friday” at her workplace. Christy
is a member of which generational cohort?
A. Baby Boomer
B. Gen X
C. Gen Y
D. Gen Z
E. Millennials
Answer:
Bianca’s discount home furnishings store is in a strip mall. She wants to know what
other businesses in the strip mall her customers visit when they come to her store. To
collect information for this objective, Bianca will most likely use
A. door-to-door surveys.
B. focus group interviews.
C. observation.
D. sales invoices.
E. census data.
Answer:
When developing a social media campaign, what is unique about the copy and images
to be used that is more critical with social media than other forms of IMC?
A. They need to be humorous.
B. They need to be updated almost constantly.
C. They need to feature only young actors.
D. They must appear only in color (not black and white).
E. They must appeal to a diverse, multicultural audience.
Answer:
Karen has identified four potential market segments for her Rent-A-Chef home meal
catering service. She will now evaluate whether or not each segment is attractive
relative to all of the following except
A. substantial.
B. responsive.
C. profitable.
D. reachable.
E. realistic.
Answer:
What makes a high/low pricing strategy appealing to sellers?
A. It attracts two distinct market segments.
B. It allows the seller to market itself as an “everyday low price leader.”
C. It doesn’t require the seller to continually offer sales or deep discounts.
D. It allows sellers to capture the most profit from a new product or service.
E. It reduces the need for slotting and advertising allowances.
Answer:
Bank of America uses a complex polling system coupled with a customer response
measurement system to assess consumers’ responses to new products and services.
Bank of America is using a(n) __________ program to improve service quality and
service offerings.
A. quality gap analysis
B. empowerment
C. zone of tolerance
D. standards analysis
E. voice-of-customer
Answer:
The manager of Plantation River Country Club wanted members of the very upscale
club to use the bar and dining facilities more frequently. He offered a two-for-one
“happy hour” special but few members showed up. The manager did not have a grasp of
what would make his target market
A. substantial.
B. responsive.
C. identifiable.
D. reachable.
E. quantifiable.
Answer:
A product that is in a high-growth market but has a low market share would be
classified as a ________ on the BCG matrix.
A. ladder
B. dog
C. cash cow
D. star
E. question mark
Answer:
Gross national income equals GDP
A. minus net consumer spending.
B. plus government spending on international trade.
C. minus purchasing power parity.
D. plus the net investment income earned from abroad.
E. plus gross domestic international investment.
Answer:
Within a perceptual map, a(n) __________ represents where a particular market
segment’s desired product would lie.
A. point of parity
B. strategic target
C. PRIZM cluster
D. ideal point
E. target position
Answer:
Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of
the following except
A. which competitors they should collaborate with.
B. what should be made.
C. how products should be configured.
D. when products should be delivered.
E. what products should cost.
Answer:
Estella is trying to create an advertising message that communicates the tangible
features of her company’s laptop computers, telling consumers about the relative
advantages of her products as compared to other offerings in the market. Estella is
trying to create a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder
Answer:
Regina wants to position her financial services company. Regina can position her
services according to all of the following except
A. the value proposition.
B. product attributes.
C. symbols.
D. competitive comparisons.
E. profitability.
Answer:
Yana has identified the target audience for her line of Russian jewelry. For optimum
success, she is creating an advertising plan that will
A. allow her to skip the assessment stage at the end of the campaign.
B. offer discounts to media as an incentive to carry out her plan.
C. clarify the specific goals that the advertising is designed to accomplish.
D. encapsulate her unique selling proposition.
E. maximize puffery.
Answer:
Which of the following adopter categories refers to the last large group of buyers to
enter a new product market?
A. late majority
B. early majority
C. laggards
D. early adopters
E. innovators
Answer:
Ella had been using an imported brand of shampoo for several years, but she could no
longer find it anywhere. As she was considering what kind of shampoo to try, she was
surprised to see ads for Procter & Gamble’s Head and Shoulders being promoted as a
glamorous health-oriented product. She had always thought of Head & Shoulders as an
antidandruff shampoo. The new ads suggest that Head & Shoulders has most likely been
A. rebranded.
B. reformulated.
C. licensed to a premium shampoo manufacturer.
D. extended as a brand.
E. co-branded.
Answer:
Economic measures like GDP and GNI do not fully account for a country’s economic
health because they measure only
A. material output.
B. international trade.
C. global expectations.
D. purchasing power parity.
E. poverty potential.
Answer:
As the old clich claims, the three most important things in retailing are
A. size, location, and convenience.
B. price, promotion, and place.
C. location, location, location.
D. price, price, price.
E. before, during, and after the sale.
Answer:
Salesforce.com specializes in helping firms engage with their customers in social
media. One service that Salesforce.com offers is the analysis of blog posts, Facebook
comments, and Twitter feeds to uncover insights about customer attitudes and
preferences. This is an example of sentiment analysis.
Answer:
How might Starbucks ensure that it behaves in a socially responsible way toward
members of its supply chain?
A. It can pay its employees minimum wage as required by law.
B. It can use cups made from recycled paper.
C. It can offer healthy drinks and snacks in its stores.
D. It can purchase coffee beans from suppliers who pay coffee growers a fair price.
E. Social responsibility isn’t relevant where channel partners are concerned; it has to do
with serving society as a whole.
Answer:
Data collection begins
A. only after completing the research design process.
B. after determining whether there are any objections.
C. whenever the researcher wants to.
D. after creating the presentation format.
E. after analyzing the data.
Answer:
When Microsoft introduces a new version of its Windows operating system, it typically
uses selected magazine, Internet, and direct mail advertising. This combination of
advertising outlets represents Microsoft’s
A. niche buy.
B. advertising plan.
C. media mix.
D. product placement.
E. supply chain messaging.
Answer:
Whenever Donald considers upgrading his personal computer system, he consults with
Jeremy, a knowledgeable friend who always has the newest technology. For Donald,
Jeremy is a(n) __________ in the diffusion of innovation curve.
A. innovator
B. laggard
C. late majority adopter
D. early majority adopter
E. early adopters
Answer:
When retailers accumulate merchandise from producers in large amounts and sell to
consumers in smaller amounts it is considered _______ marketing.
A. B2C
B. B2B
C. R2C
D. C2C
E. C2B
Answer:
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just
received the go-ahead from her board of directors to conduct the agency’s first-ever
advertising campaign. Her first step will be to
A. identify the target audience.
B. set the advertising objectives.
C. determine the advertising budget.
D. evaluate and select the media.
E. create the advertisements.
Answer: