If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n)
__________ to purchase additional quantities of the item.
A. new buy
B. modified rebuy
C. adapted buy
D. straight rebuy
E. generic buy
Answer:
Paul’s family has owned and operated a small chain of conventional supermarkets for
many years. Competition from a variety of other kinds of retailers has adversely
affected the business. To address the new competitive reality, Paul wants to apply what
he recently learned as a marketing major and he has recommended that his family’s
business should
A. emphasize fresh, locally sourced perishables.
B. target the broadest possible customer base.
C. eliminate customer frills and extras.
D. offer fewer private-label brands.
E. offer more national brand packaged goods and few perishables.
Answer:
Zappos, an online shoe company, knows shoes are typically a(n) __________ good,
with consumers often spending time comparing alternatives. It overcomes that aspect of
consumers’ search process by offering a free, no-questions-asked return policy.
A. specialty
B. shopping
C. convenience
D. ritual
E. impulse
Answer:
When Val sees the RFP issued by one of his customers, he is concerned that the
company has changed its specifications since it placed a previous order with him. His
company’s products do not meet the new specifications. In this situation, being the
current vendor
A. will necessitate renegotiating price and delivery terms.
B. allows for a straight rebuy.
C. offsets a consensus buying center culture.
D. will probably not be an advantage in getting the new order.
E. will allow Val to get the order even though his products do not meet the
specifications.
Answer:
In New England foot-long sandwiches are called “grinders,” while in many other parts
of the country they are called ‘subs.” This is an example of the impact of
A. regional culture.
B. country culture.
C. generational factors.
D. social trends.
E. regulatory factors.
Answer:
Sales, profits, orders, and sales ratios are all _________ measures that can be used to
evaluate sales representatives.
A. subjective
B. objective
C. uncontrollable
D. cooperative
E. customer-related
Answer:
Shorter lead times allow retailers
A. access to a more diverse supply chain.
B. to reduce the need for pick tickets.
C. to skip advanced shipping notices.
D. to replace JIT systems with VMI systems.
E. to reduce the needed level of inventories.
Answer:
Apps like calendars, trip planners, and flight trackers help consumers fulfill which
primary motivation?
A. to prepare
B. to accomplish
C. to discover
D. to work
E. to organize
Answer:
Betty is assessing the effectiveness of her firm’s marketing communications. She knows
the ultimate goal is to
A. maximize rating points.
B. minimize marketing communication expenditures.
C. shift encoding into decoding.
D. use personal selling to augment public relations.
E. drive the receiver to action.
Answer:
Marketers spend millions of dollars annually trying to create or reinforce brand loyalty.
Brand loyalty changes the demand curve for the firm’s products by
A. reducing the price elasticity of demand.
B. making demand more oligopolistic and less monopolistic.
C. increasing the income effect.
D. reducing fixed costs and increasing the gray marketing effect.
E. shifting the market from a monopoly to pure competition.
Answer:
The four Ps make up the marketing mix, which is the __________ set of activities that
the firm uses to respond to the wants and needs of its target markets.
A. unpredictable
B. external
C. internal
D. controllable
E. global
Answer:
The product life cycle is theoretically __________ with regard to sales and profits.
A. U shaped
B. Y shaped
C. bell shaped
D. circular
E. flat lined
Answer:
The strategic marketing planning process
A. is a five-step process that should always be completed in order.
B. is frequently used in reverse.
C. begins with establishing specific, measurable outcomes.
D. is not always sequential.
E. forces marketing managers to think rationally.
Answer:
Most beverage distributors have their delivery people act as the firm’s sales
representatives. The delivery people primarily function as
A. order getters.
B. order takers.
C. sales support personnel.
D. manufacturer’s reps.
E. telemarketers.
Answer:
The communication process includes all of the following except
A. evaluation.
B. the sender.
C. the transmitter.
D. the communication channel.
E. the receiver.
Answer:
When confronted with an angry and emotional customer, the best first step toward
service recovery is to
A. call security in case it is necessary to escort the person from the building.
B. match the person’s voice in intensity and volume to gain control of the confrontation.
C. gently but firmly tell the person you will not tolerate being addressed in that tone of
voice and turn away until he or she calms down.
D. listen carefully and with empathy until the customer feels he or she has been heard.
E. ask a coworker to take over handling the complaint to get a neutral perspective.
Answer:
The Gaps Model is designed to highlight those areas where
A. service providers provide the best possible service.
B. manufacturers are cutting corners on product quality.
C. customers believe they are getting less or poorer service than they should.
D. service providers know more than their customers.
E. delivered service exceeds expected service.
Answer:
Yesenia is working on an advertisement to promote consumer awareness of the danger
of solar radiation causing skin cancer. Yesenia’s first concern will be to
A. get consumers’ attention.
B. enlist creative advertising designers.
C. make sure firms producing sunscreen lotions approve.
D. collect a petition in support of controls against global warming.
E. use public relations to buy advertising space.
Answer:
Graham had developed an extremely successful advertising and promotion campaign
for a client in the United States. The client wanted to roll out the same campaign to
markets worldwide, but Graham cautioned against doing this, most likely because
A. differences in languages, customs, and culture might make the campaign
meaningless and ineffective in some markets.
B. copyright and intellectual property concerns prevented him from wanting to share his
good ideas outside of the U.S. market.
C. he had not applied for or received international certification that was required for
working outside the United States.
D. he was unfamiliar with the code of ethics for advertising in other countries.
E. he did not have the budget for a global rollout.
Answer:
The service dimension called __________ refers to the ability of the firm’s employees
to convey trust and confidence.
A. assurance
B. reliability
C. responsiveness
D. empathy
E. tangibles
Answer:
After reviewing the existing data on seasonal spending by his company’s customers,
Marvin decided he needed to collect new information to address his research questions.
Marvin will need __________ data to address the questions in his marketing research
study.
A. primary
B. secondary
C. mined
D. syndicated
E. warehoused
Answer:
Lars wants to purchase a gift for a colleague whose home he will be visiting. He
decides to bring luxury chocolates, as he knows most people enjoy them. Although he is
not sure about specific products, Lars heads directly for a store selling Godiva
Chocolates, because he knows this is a high-end brand. Lars can be said to have
A. brand recall.
B. aided recall.
C. brand preference.
D. brand image.
E. brand awareness.
Answer:
Over the four marketing eras, how did the emphasis on the four Ps change? List the four
eras and describe which of the four Ps were emphasized during each era.
Answer:
Robin recently bought Voice over Internet Protocol (VoIP) phone service. A few of
Robin’s friends bought VoIP before she did, but many other friends were interested in
Robin’s opinions of the new phone service. Robin is a(n) __________ in this product
category.
A. innovator
B. laggard
C. late majority adopter
D. early majority adopter
E. early adopter
Answer:
In a market with _______ there are many firms providing differentiated products.
A. pure competition
B. oligopolistic competition
C. monopolistic competition
D. a monopoly
E. a duopoly
Answer:
A major factor contributing to the growth in the use of direct marketing IMC efforts is
A. reduced government regulation of deceptive advertising practices.
B. expanded use of personal selling.
C. a shift from objective-and-task to rule-of-thumb budgeting.
D. increased use of credit and debit cards, and online shopping by consumers.
E. the reduction in IMC noise, allowing for a decreased lagged effect.
Answer:
Malcolm buys overrun clothing from factories around the South. He sells the clothes to
discount retailers. Malcolm is a
A. manufacturer.
B. producer.
C. consumer.
D. factory agent.
E. reseller.
Answer:
Greta is concerned that one of the potential market segments she has identified for her
dog grooming service is too small and has too little income to have sufficient buying
power. Greta is concerned with whether the segment is
A. substantial.
B. responsive.
C. profitable.
D. reachable.
E. identifiable.
Answer:
Typically, B2B buyers ask potential suppliers to
A. write the RFP for the buyer.
B. submit formal proposals.
C. sponsor interviews with final customers in order to determine product needs.
D. always be involved in reselling.
E. organize themselves into selling cooperatives.
Answer:
Felicia had just taken over her family’s business after spending ten years in the
marketing department of a large corporation. She met with a representative from one of
her firm’s biggest customers, who told her, “We should think about how we can make
the pie bigger rather than fighting over the size of the slices.” She had expected a more
cutthroat approach rather than this call for a
A. partnering relationship.
B. shared mission statement.
C. common marketing system.
D. corporate vertical marketing system.
E. linked supply chain.
Answer: