Figure 17-2
As shown in Figure 17-2 above, E is the __________ stage in the personal selling
process.
A. close
B. preapproach
C. follow-up
D. presentation
E. approach
Answer:
While many commercials that use humorous appeals gain the attention of the audience,
they
A. are most effective because they work so well for global campaigns.
B. contain no information to help consumers.
C. do not appeal to either men or women.
D. wear out quickly, boring the consumer.
E. don’t appeal to the Generation Y cohort.
Answer:
Manufacturers of generic brands use which method of competition-oriented pricing?
A. penetration pricing
B. below-market pricing
C. loss-leader pricing
D. prestige pricing
E. skimming pricing
Answer:
A risk with __________ is that too many uses for one brand name can dilute the
meaning of a brand for consumers.
A. brand extensions
B. product line extensions
C. co-branding
D. private branding
E. mixed branding
Answer:
In terms of the online customer experience, __________ is defined as the dialogue that
unfolds between the website and its users.
A. context
B. communication
C. commerce
D. connection
E. community
Answer:
In a marketing context, all of the following are channels of communication that convey
a message from a source to a receiver EXCEPT:
A. magazine
B. news release
C. salesperson
D. encoder
E. TV
Answer:
At the Christmas Tree Shop, customers can shop for Christmas gifts at any time of year.
What type of utility primarily does this store provide for its customers?
A. place and conformance
B. possession and form
C. form
D. performance
E. time
Answer:
An employee who contacts the SEC to report her company’s use of illegal accounting
procedures is an example of a(n)
A. crony.
B. scab.
C. whistle-blower.
D. corporate snitch.
E. ombudsman.
Answer:
Figure 11-6
In Figure 11-6 above, which is a break-even chart that depicts a graphic presentation of
a break-even analysis for a picture frame store, the area CGD represents the firm’s
A. fixed costs.
B. break-even point.
C. variable costs.
D. profit.
E. total revenue.
Answer:
An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome
man with an open shirt with ripped abdominal muscles who claims that he “was
shocked at how fast Hydrozycut worked” when he lost 27 pounds. This ad is using a(n)
__________.
A. rhetorical appeal
B. sex appeal
C. humorous appeal
D. appeal to self-esteem
E. fear appeal
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, LinkedIn is
A. medium in self-disclosure and low in media richness.
B. high in self-disclosure and medium in media richness.
C. high in self-disclosure and high in media richness.
D. low in self-disclosure and medium in media richness.
E. low in self-disclosure and low in media richness.
Answer:
The manufacturer of a new kind of fat-free ice cream that has the consistency and taste
of regular ice cream is thinking of using a penetration pricing strategy for its new
product. Which of the following conditions would argue AGAINST using a penetration
pricing strategy for the tasty fat-free ice cream?
A. The ice cream market is highly elastic.
B. A large portion of the market has inelastic demand for ice cream over a broad range
of prices.
C. Economies of scale in production would be substantial.
D. Retailers are not willing to pay for new brands of premium ice cream in the already
overcrowded category.
E. Once the initial price is set, it is nearly impossible to lower prices without alienating
buyers.
Answer:
Approximately one in __________ U.S. residents is African American, American
Indian or Alaska Native, Asian American, or Native Hawaiian or Pacific Islander.
A. ten
B. seven
C. five
D. three
E. two
Answer:
When buying a car, __________ may result in discriminatory practices.
A. dual pricing
B. a one-price policy
C. a flexible-price policy
D. target return-on-sales pricing
E. no-haggle pricing
Answer:
Eastman Kodak accused Japanese rival Fuji Photo Film of selling photographic paper in
the United States for 25 percent below what it charges in Japan. In other words,
Eastman Kodak accused Fuji of __________.
A. tariff avoidance
B. countertrade
C. surplus marketing
D. dumping
E. underbidding
Answer:
Figure 1-1
In Figure 1-1 above, Box A represents an organization’s alliances with
A. suppliers.
B. customers.
C. shareholders.
D. other departments.
E. other organizations.
Answer:
Retailers that utilize and integrate a combination of traditional store formats and
nonstore formats are referred to as __________.
A. multichannel retailers
B. scrambled merchandisers
C. mixed-brand retailers
D. dual distribution retailers
E. mixed-channel retailers
Answer:
All of the following are advantages of licensing EXCEPT:
A. the foreign country gains employment by having the product manufactured locally.
B. the licensee gains information that allows it to start with a competitive advantage.
C. the low risk to the company granting the license.
D. the licensor’s brand name can never be harmed as a result of the licensee.
E. the capital-free entry into a foreign country.
Answer:
Figure 16-5
According to Figure 16-5 above, B is the performance measure described by the
accompanying quote “I will pay $1.00 for every visitor who clicks on this ad and goes
from your website to mine” under the Cost to Advertisers heading:
A. cost per click
B. click through rate
C. cost per action
D. conversion rate
E. cost per thousand
Answer:
Customers currently link to Cisco’s website to configure, price, and order its networking
equipment. Cisco then sends orders back out across the Internet to producers and
assemblers including Celestica, Flextronics, Jabil, and Solectron. Products are built and
tested to Cisco’s standards, sometimes with procedures run remotely by Cisco. Most
items are then drop-shipped to buyers, untouched by Cisco’s employees. This is a
description of Cisco’s
A. virtual logistics.
B. supply chain.
C. electronic data interchange.
D. strategic information alliance.
E. product-specific delivery system.
Answer:
Got Milk? Ad
The “Got Milk?” ad shown above is an example of which type of advertising?
A. reminder institutional
B. competitive institutional
C. pioneering institutional
D. product advocacy
E. product differentiation
Answer:
The calculation for same-store sales growth is
A. total sales selling area in square feet.
B. (store sales in year 2 store sales in year 1).
C. store sales in year 1 (store sales in year 2 – store sales in year 1).
D. (store 1 sales store 1 square feet) (store 2 sales store 2 square feet).
E. (store sales in year 2 – store sales in year 1) store sales in year 1.
Answer:
If you ordered a TV commercial to run on a local TV station that could reach 500,000
households for a cost of $1,000, what would your CPM be?
A. $1.00
B. $2.00
C. $2.50
D. $4.00
E. $5.00
Answer:
Smart systems are
A. computer-based networks that trigger actions by sensing changes in the real or
digital world.
B. highly organized social media campaigns that use avatars to promote a brand.
C. social networking sites that allow for people to keep in touch with photos, videos,
and short-text entries.
D. financially successful social networking sites.
E. programs that provide measures of an ad’s success on social networking sites.
Answer:
When different types of buyers have different needs, a __________ sales organization
structure used.
A. multi-reseller
B. customer
C. geographical
D. market segmentation
E. multi-level marketing
Answer:
Figure 4-2
Figure 4-2 above shows the recent ratings from independent rating agencies for selected
smartphone brands and models. The columns each show a brand like Apple, Blackberry,
HTC, LG, Motorola, and Samsung. These brands are referred to as the __________
when consumers use these smartphone ratings to evaluate the products.
A. consideration set
B. evaluative criteria
C. points of difference
D. value propositions
E. core benefits
Answer:
DiGiorno rising crust pizza has been available in the freezer sections of supermarkets
for quite a while. The product’s recent introduction of a DiGiorno cheese-stuffed crust
to its line of pizzas is an example of __________.
A. a market-product grid
B. diversification
C. market modification
D. product class extension
E. product modification
Answer:
There are three key methods of classifying retail operations. These include:
A. method of operation, revenues generated, and merchandise line.
B. form of ownership, method of operation, and merchandise line.
C. form of ownership, level of service, and merchandise line.
D. level of service, merchandise line, and revenues generated.
E. merchandise line, form of ownership, and revenues generated.
Answer:
In the VALS framework, consumers motivated by ideals are guided by knowledge and
principle. __________ choose familiar products and brands, favor American-made
products, and are generally brand loyal.
A. Believers
B. Thinkers
C. Makers
D. Experiencers
E. Achievers
Answer:
The practice of charging a very low price for a product with the intent of driving
competitors out of business is referred to as
A. price fixing.
B. predatory pricing.
C. price discrimination.
D. deceptive pricing.
E. geographical pricing.
Answer:
For most products, it is difficult to identify a specific market price for a product or
product class. Still, marketing managers often have a subjective feel for the competitors’
price or market price. Using this benchmark, they then may deliberately choose a
strategy of
A. above-, at-, or below-market pricing.
B. loss-leader pricing.
C. penetration pricing.
D. standard markup pricing.
E. experience curve pricing.
Answer:
A retailer bought a collectible Precious Moments figurine for $26. She sets the initial
selling price at $60. The final selling price was $52. What was the maintained markup?
A. $0
B. $16
C. $26
D. $34
E. $86
Answer:
Figure 7-4: Question 1
Consider Figure 7-4: Question 1 above, which was part of a Wendy’s survey that
assessed fast-food restaurant preferences among present and prospective consumers.
Question 1 illustrates which type of question format?
A. dichotomous
B. open-ended
C. close-ended
D. attitudinal
E. semantic differential
Answer:
Identify and describe each stage in the new-product process in the correct order.
Answer:
You will be graduating soon and have been offered what you consider the job of your
dreams. The new position, however, requires some traveling so you will need a car. You
currently do not have one. What decision process will you go through to purchase an
automobile?
Answer:
In the context of a salesperson’s position, describe what a job description is. In the
answer, specify the six attributes that it purports to explain.
Answer:
What is a panel? How is it used in marketing research? Panels have what disadvantage?
Answer:
List the elements of an information technology system used to help answer marketing
questions.
Answer:
Define needs and wants. Can marketing shape a person’s wants? Explain your answer.
Answer:
Explain the difference between competencies and competitive advantage in an
organizational setting.
Answer:
What four factors are required for marketing to occur?
Answer:
There are three types of contractual vertical marketing systems. List the systems and
provide a brief description of each.
Answer:
Explain why odd-even pricing may be successful.
Answer:
Describe two different target markets for two different products or services you, your
friends, or your family have recently purchased or used.
Answer:
List four of the seven demand-oriented approaches to selecting an approximate price
level and define what they are.
Answer:
Outside of the United States, you may see a Cheerios box that carries the Nestl name
rather than the familiar General Mills brand name. Explain the channel that is being
used and the importance of Cereal Partners Worldwide (CPW).
Answer:
Briefly explain the differences between the terms supply chain management and the
marketing channel.
Answer:
Explain what a Gantt chart is and how it is used.
Answer:
Do college students have a choice in which classes they take to earn a degree? Use what
you have learned about the controllable and uncontrollable aspects of marketing in
terms of how they might relate to course selection decision-making. Incorporate
marketing terms in your response.
Answer:
What are the main ways brand managers can use Twitter?
Answer:
What are the strengths/advantages and weaknesses/disadvantages of using personal
selling in the promotional mix?
Answer:
What is category management and when is it used?
Answer: