Figure 1.
According to Figure 1. above, which social network was closest to Facebook terms of
unique U.S. visitors per month as of September 2011?
a. LinkedIn
b. YouTube
c. Twitter
d. Angry Birds
e. Plants vs. Zombies
Answer:
When estimating demand, price is not the only factor to be considered. Three other
elements include consumer tastes, price and availability of similar products, and
a. consumer income.
b. consumer psychographics.
c. current economic stressors.
d. current political agendas.
e. green substitutes.
Answer:
Considering the classification of consumer products, which of the following products
will have the most limited distribution?
a. Duncan Hines cake mixes
b. Polaroid cameras
c. Quaker State motor oil
d. Rolex watches
e. Sony stereos
Answer:
Your company is introducing a new line of activewear for teenagers and invites the
members of the cheerleading squad to a private display of the line. This group consists
of __________ for activewear clothing.
a. lifestyle makers
b. aspirational people
c. autonomous leaders
d. opinion leaders
e. joint decision makers
Answer:
Many consumers are committed to brands with a strong link to social action. An
example of this would be
a. McDonald’s “I”m Lovin” It” campaign.
b. Brita’s “Filter for Good” campaign.
c. Diesel’s “Be Stupid” campaign.
d. Liz Claiborne’s “Claiborne for Men” campaign.
e. Samsung’s “The Jitterbug” campaign.
Answer:
Information from a __________ is used to write a job description.
a. job analysis
b. salesforce compensation plan
c. sales plan
d. sales performance audit
e. personnel performance plan
Answer:
Which presentation format assumes that given the appropriate prompts by a
salesperson, the prospect will buy?
a. formula selling presentation
b. stimulus-response presentation
c. stimulus-satisfaction presentation
d. stimulus-selling presentation
e. persuasive sales presentation
Answer:
Victoria’s Secret, a nationwide chain, carries great depth in women’s lingeriethe only
type of merchandise it carries. Victoria’s Secret is an example of a(n) __________.
a. limited-line stores
b. single-line store
c. intertype outlet
d. general merchandise store
e. scrambled merchandise store
Answer:
All of the following are true about product line extensions EXCEPT:
a. This strategy practice can result in lower advertising and promotion costs.
b. A risk that comes with product line extensions is that sales of an extension may come
at the expense of other items in the company’s product line.
c. A product line extension raises the level of brand awareness.
d. Line extensions work best when they provide incremental company revenue by
taking sales away from competing brands.
e. Having strong brand equity allows a marketer to use a current brand name to enter a
different product class.
Answer:
Limited- and single-line stores are often referred to as __________.
a. specialty outlets
b. general merchandise stores
c. scrambled merchandise stores
d. intertype outlets
e. hypermarkets
Answer:
At Xerox there is a passion for winning that provides a key incentive for sales reps.
Xerox has a recognition program called the __________ in which the top performers
are awarded a five-day trip to one of the top resorts in the world.
a. President’s Club
b. Keener’s Club
c. Prestige Club
d. Triumph Club
e. Kudos Club
Answer:
An important aspect of the screening and evaluation stage of the new-product process is
an examination of the technical feasibility for the product. For example, 3M was able to
use the firm’s micro-replication (the tiny gripping “fingers”) technology to
a. improve the gripping power of golf or work gloves.
b. keep baseball caps from sliding off the heads of bald men.
c. make Formula One race cars more aerodynamic.
d. as a replacement for Velcro’s hook-and-loop fasteners.
e. hold pictures in a photo album without damaging them.
Answer:
With many industrial products and consumer purchases, ancillary services are an
important consideration in selecting the promotional mix. The role of __________ is
important to establish the seller’s reputation. However, __________ is essential for
building buyer confidence and providing evidence of customer service.
a. direct marketing; personal selling
b. personal selling; direct marketing
c. advertising; personal selling
d. sales promotion; advertising
e. public relations; direct marketing
Answer:
Consumer product classifications differ in terms of the: (1) effort the consumer spends
on the decision; (2) frequency of purchase; and (3)
a. amount of money the customer is willing and able to spend.
b. number of competing or substitute products.
c. demographics of the consumer.
d. attributes used in making the purchase decision.
e. consumer segmentation characteristics.
Answer:
Which of the following statements regarding order getters is most accurate?
a. Order getters often replenish a retailer’s inventories.
b. Order getters are most often used in new-buy or modified rebuy situations.
c. Order getters handle orders obtained on inbound telemarketing.
d. Order getters typically process reorders for products already sold by the company.
e. Order getter sales calls traditionally require the lowest financial investment from the
firm.
Answer:
There have been significant cultural changes in the United States over the past 30 years,
especially in the attitudes and roles of men and women in the marketplace. The first
generational cohort to have NO collective memory of these dramatic changes consists
of
a. baby boomers.
b. Generation X.
c. Generation Y.
d. Generation Z.
e. millennials.
Answer:
Jane Westerlund, owner of a retail frame store, raises the average price of a framed
picture to $100 and the cost of goods sold is $36. If the markup on cost is 150 percent,
what is the markup on selling price?
a. 36 percent
b. 60 percent
c. 100 percent
d. 150 percent
e. 300 percent
Answer:
A sales technique whereby complementary products are presented to a customer after
the customer has demonstrated a desire and willingness to purchase a particular product
is referred to as __________.
a. a formula selling presentation
b. a stimulus-buy presentation
c. a stimulus-satisfaction presentation
d. a stimulus-selling presentation
e. suggestive selling
Answer:
A sales promotion prominently displayed in a store aisle is called a(n) __________
display.
a. seasonal
b. automated
c. interactive
d. point-of-purchase
e. product sampling
Answer:
Five pricing practices are closely scrutinized because of potential unethical or illegal
actions. They include: (1) predatory pricing; (2) price discrimination; (3) deceptive
pricing; (4) geographical pricing; and (5) __________.
a. price discounting
b. lateral price fixing
c. price fixing
d. delayed payment penalties
e. price discrimination
Answer:
Advertising with a coupon, using a toll-free number, exhibiting at trade shows, using
e-mail, and making cold calls are all activities that would take place during the
__________ stage of the personal selling process.
a. data mining
b. preapproach
c. approach
d. presentation
e. prospecting
Answer:
The marketplace sets the price for wheat, so farmers who are trying to sell their wheat
crops don”t have to create a pricing strategy. The wheat is sold in a(n) __________ type
of competitive market.
a. oligopoly
b. pure monopoly
c. pure competition
d. monopolistic competition
e. monopolistic oligopoly
Answer:
Which of the following in an inherent weakness of personal selling?
a. It is difficult to receive good feedback.
b. It is difficult to get media cooperation.
c. Messages may differ between salespeople.
d. It can be easily duplicated.
e. It can can easily lead to promotion wars.
Answer:
The time a product can be stored before it spoils is referred to as its __________.
a. product life cycle
b. use-by date
c. spoilage index
d. shelf life
e. expiration date
Answer:
KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and
potatoes. In Thailand, it offers fresh rice. In Holland instead of potatoes, KFC offers
customers a potato and onion croquette. In France, KFC sells pastries alongside its
chicken. These examples illustrate that KFC exhibits an understanding of and
appreciation for the __________ of other societies.
a. demographics
b. symbols
c. customs
d. sensitivities
e. selective perception
Answer:
The study of similarities and differences among consumers in two or more nations or
societies is referred to as __________.
a. market synthesis
b. cross-cultural analysis
c. international sociographics
d. transnational anthropology
e. multicultural ethnocentrism
Answer:
According to the Apple market-product grid above, Apple would most likely get the
LEAST market synergies from
a. college staff.
b. individuals and small home office users.
c. medium/large businesses and college faculty.
d. students, teachers, and college faculty.
e. creative professionals.
Answer:
To become leaders in the world market, countries need related and supporting industries
because
a. collaborative suppliers can generate revenue for further investment.
b. they can eliminate the need to import materials from other countries.
c. clusters of strong suppliers can accelerate innovation.
d. most countries still believe strongly in protectionism.
e. their union lessens financial vulnerability and increases buying power.
Answer:
Target has taken the “green” concept to its advertising agency and requires
a. the use of the Green Certified Retail Operations Guide.
b. that all vehicles produce no emissions.
c. a “green” logo appears at the end of the ad.
d. that waste from shooting new commercials be recycled or composted.
e. an environmental impact report each month.
Answer:
Time magazine publishes over 100 different U.S. editions with common editorial
content. However, each edition is targeted at unique geographic segments with its own
set of advertisements. Time is using which of the following segmentation strategies?
a. one product with multiple market segments
b. multiple products with multiple market segments
c. one product with multiple channels of distribution
d. one product with changes based on customer behavior
e. multiple products with one segment
Answer:
Filmmakers want movie titles that use the same factors that make a good brand name.
They must be __________.
a. creative
b. familiar
c. concise
d. alliterative
e. easy to remember
Answer:
The performance measure of average Page views per visitor is the number of
a. visitors who land on a brand’s Facebook Page by clicking on a Google ad.
b. visitors to a brand’s website.
c. visitors who view pages and comment in a given time period.
d. page views divided by visitors in a given time period.
e. visitors to a website who click on a link.
Answer:
Two commonly-used methods to improve marketing ROI (return on investment)
are__________.
a. sales analysis and cost analysis
b. marketing research and marketing audits
c. social audits and marketing audits
d. marketing metrics and marketing dashboards
e. internal audits and external audits
Answer:
__________ is a VALS group that is composed of successful, sophisticated, take-charge
people with high self-esteem and abundant resources.
a. Actualizers
b. Thinkers
c. Achievers
d. Believers
e. Innovators
Answer: