Online shopping and buying helps consumers avoid traffic and standing in store
checkout lines; they sometimes use online shopping for __________.
A. customerization
B. control
C. convenience
D. utilitarianism
E. marketplace value
Answer:
In behavioral learning, a need that moves an individual to action is a(n) __________.
A. drive
B. cue
C. attitude
D. response
E. reinforcement
Answer:
Generics Photo
In the Generics photo above, the manufacturers of these products are concerned that
their brand names will become generic. The legislation most likely to address this issue
is the __________.
A. Sherman Antitrust Act
B. Patent Act
C. Clayton Act
D. Lanham Act
E. The FTC Act
Answer:
A thorough cross-cultural analysis involves an understanding of and an appreciation of
all of the following EXCEPT:
A. economics.
B. symbols.
C. values.
D. languages.
E. customs.
Answer:
Moral idealism refers to
A. a personal moral philosophy that focuses on the greatest good for the greatest
number by assessing the costs and benefits of the consequences of ethical behavior.
B. a democratic consensus of moral principles and laws that govern the behavior of
individuals based on legislation adopted at the federal, state, and local levels.
C. a societal moral philosophy based on the Golden Rule of the Judeo-Christian ethic
embodied in the U.S. Constitution’s Bill of Rights.
D. a formal statement of ethical principles and rules of conduct.
E. a personal moral philosophy that considers individual rights or duties as universal,
regardless of the outcome.
Answer:
The form of competition where just a few companies control the majority of industry
sales is referred to as __________.
A. pure competition
B. cross-market competition
C. an oligopoly
D. monopolistic competition
E. a monopoly
Answer:
Galaxy Phone Ad
Which generational cohort is the Windows Phone ad above most likely trying to reach?
A. Generation X
B. baby boomers
C. Generation Z
D. baby busters
E. Generation Y
Answer:
The Consumer Bill of Rights codified the ethics of exchange between buyers and
sellers. It was outlined by __________ in __________.
A. President John Kennedy; 1962
B. President Ronald Reagan; 1983
C. President Bill Clinton; 1996
D. President George W. Bush; 2003
E. President Barack Obama; 2009
Answer:
A sales organization practice whereby a different salesforce calls on each separate type
of buyer or market channel is referred to as a __________.
A. multi-reseller organization
B. geographical organization
C. customer sales organization
D. product/service sales organization
E. multi-level marketing organization
Answer:
For consumers, the primary benefit of branding is that __________.
A. products tend to be higher in quality
B. it helps consumers become more efficient shoppers
C. branded items are more readily available in retail outlets
D. branded items are usually more expensive because of the cost to register them with
the Federal Trade Commission (FTC)
E. they are often rewarded with buyer loyalty incentives
Answer:
A printed or an e-mailed announcement that is sent to members of the business press
from German pharmaceutical giant Bayer stating that it is looking for a buyer for its
household insecticide business as part of its restructuring program is an example of
which type of publicity tool?
A. news release
B. public trade announcement
C. lobbying
D. news conference
E. event management
Answer:
Four pricing practices are closely scrutinized because of potential unethical or illegal
actions. They include: (1) price fixing; (2) predatory pricing; (3) deceptive pricing; and
(4) __________.
A. price discounting
B. lateral price fixing
C. regional rollbacks
D. delayed payment penalties
E. price discrimination
Answer:
In the VALS framework, consumers motivated by self-expression desire social or
physical activity, variety, and risk. One segment of the two self-expression-motivated
groups, known as __________, express themselves and experience the world by
working on it – growing vegetables or fixing a car.
A. Strivers
B. Experiencers
C. Believers
D. Makers
E. Survivors
Answer:
A __________ is a written document that describes job relationships and requirements
that characterize each sales position.
A. sales plan
B. job analysis
C. employee contract
D. job description
E. personal performance plan
Answer:
Which of the following legislative actions created a government entity to monitor
business practices and stop unfair ones like misleading promotions?
A. Robinson-Patman Act
B. Consumer Product Safety Act
C. Lanham Act
D. Federal Trade Commission Act
E. Fair Packaging and Labeling Act
Answer:
Which of the following statements regarding goods is most accurate?
A. In order to be classified as a good, an item must appeal to all five senses.
B. Music is not considered a good because it only involves a single sense – hearing.
C. Some goods also have intangible attributes.
D. To market a good that contains visual attributes, you cannot use an auditory medium.
E. The aroma of chocolate chip cookies is considered an idea because it affects one’s
senses.
Answer:
Online media where users submit news, photos, and videos – often accompanied by a
feedback process to identify popular topics – are referred to as
A. rich media.
B. Facebook.
C. avatar media.
D. social media.
E. feedback loop.
Answer:
Specialized functions such as marketing and finance are generally referred to as
__________.
A. teams
B. groups
C. divisions
D. departments
E. business units
Answer:
All of the following are criteria used for forming market segments EXCEPT:
A. difference of needs of buyers among segments.
B. potential for increased profit.
C. cost of reaching the segment.
D. potential of a marketing action to reach a segment.
E. simplicity and cost-effectiveness of assigning potential buyers to segments.
Answer:
Derived demand means the demand for industrial products and services is driven by, or
derived from, the
A. NAICS statistical models.
B. gross national product.
C. demand for consumer products and services.
D. demand for other industrial products and services.
E. demand for government products and services.
Answer:
Several years ago, Black & Decker purchased General Electric’s small appliances
product line. Black & Decker purchased the line because it needed the cash generated
from a product line that had a dominant market share in the slow-growth small
appliance industry. GE’s small appliances product line is most likely a __________ for
Black & Decker.
A. dog
B. cash cow
C. question mark
D. star
E. hedgehog
Answer:
Higher paper costs, increased postage rates, the growing interest in do-not-mail
legislation, and concern for “green” mailings have resulted in
A. a switch to online catalogs and direct-to-customer e-mail advertisements.
B. the use of thinner, lightweight paper products.
C. a focus on specialty catalogs for market niches.
D. the banning of “junk” mail by a growing number of environmentally-concerned
communities.
E. a resurgence in non-automated telemarketing.
Answer:
Which of the following is an example of a product in the decline stage of the product
life cycle?
A. analog TVs
B. smartphones
C. 3D HDTVs
D. soft drinks
E. tablet devices
Answer:
Among the three major racial/ethnic subcultures in the United States, African
Americans rank as __________ in terms of spending power.
A. the largest
B. the second largest
C. the third largest
D. equal with Hispanics
E. equal with Asian Americans
Answer:
When Dell Computer sells made-to-order PCs to customers online via its website, it is
an example of which type of marketing channel?
A. indirect channel
B. strategic channel alliance
C. consumer channel
D. dual distributive channel
E. direct channel
Answer:
The view that holds customers will abandon their efforts to enter and navigate a website
if download time exceeds eight seconds is referred to as __________.
A. the stickiness guideline
B. the 80/20 principle
C. the eight-second rule
D. the law of limited patience
E. the expedience factor
Answer:
Recent legislation like the Telephone Consumer Protection Act and the Controlling the
Assault of Non-solicited Pornography and Marketing (CAN-SPAM) Act are reforms
that are
A. promotion-related.
B. price-related.
C. distribution-related.
D. self-regulated.
E. product-related.
Answer:
According to the retail life cycle, in which stage would market share rise gradually,
although profits may be low because of start-up costs?
A. decline
B. maturity
C. introduction
D. accelerated development
E. early growth
Answer:
A common financial indicator of how effectively retail space is used to generate
revenue can be calculated by determining __________.
A. net revenue
B. maintained markup
C. market share
D. sales per square foot
E. return on investment
Answer:
The tasks involved in managing personal selling include the following: (1) setting
objectives; (2) organizing the salesforce; (3) recruiting, selecting, training, and
compensating salespeople; and (4)
A. identifying potential target markets.
B. evaluating the performance of individual salespeople.
C. using salesforce input to make product modifications.
D. maintaining open communications between sales representatives and all other
stakeholders.
E. designing new promotional campaigns for the purpose of generating new sales.
Answer:
No matter what the specific objective might be, from building awareness to increasing
repeat purchases, promotion objectives should possess three important qualities. They
should be designed for a well-defined target audience, cover a specified time period,
and be
A. unique in character.
B. measurable.
C. humorous.
D. repeatable.
E. creative.
Answer:
The new-product process refers to
A. the informal process of brain storming to generate new-product concepts at a
marketing staff meeting.
B. the process of presenting cross-functional teams with a written new-product concept
statement and asking them to respond to it in writing.
C. the seven stages an organization goes through to identify business opportunities and
convert them into salable products or services.
D. the two stages an organization goes through from idea generation to
commercialization.
E. a formalized protocol for new-product development that begins at the corporate level
and ends at the functional level.
Answer:
Some industries have opted for self-regulation of their members to ensure that each acts
fairly. Discuss potential problems associated with self-regulation, and give an example
of it.
Answer:
How might Ford Motor Company apply the three methods of attitude change in its
marketing activities?
Answer:
Figure 17-3
Although firms may differ in the specifics of how salespeople are managed, the sales
management process has many similarities across firms. Briefly describe the three
interrelated functions of the sales management process.
Answer:
What are the two conflicting goals that advertisers face when choosing advertising
media? What is the relationship of reach and frequency to these goals?
Answer:
Body Bazaar: The Market for Human Tissue in the Biotechnology Age is a book by
Lori Andrews and Dorothy Nelkin. According to the book, “Body parts are bought and
sold for medical research, diagnostics, and therapies. They are marketed to museums
and personal collectors. And pieces of people are increasingly being used as raw
materials for products-from placenta-enriched shampoos to experimental DNA-run
computers. Blood has become one of the most valuable commodities on Earth. While
petroleum sells for $100 a barrel, an equivalent quantity of blood products is worth
$67,000.” Use this quote to explain why ethics is such a difficult concept to understand.
Answer:
What are the segmentation bases for U.S. organizational (business) markets?
Answer:
Explain marketspace and its relevance for marketing.
Answer:
Explain what the hierarchy of effects is. List and explain the five stages.
Answer:
What is a cross-functional team and how is it used?
Answer:
What is a product placement? Give an example.
Answer:
Marketing managers used a combination of four tools in order to develop a complete
marketing program to reach consumers. Briefly define these four tools.
Answer:
MasterCard International links usage of its card with fund raising for institutions that
combat cancer, heart disease, child abuse, and muscular dystrophy. MasterCard gives a
modest percentage of charges from its credit card charges to the institutions. What is
this called and how does it affect cardholders’ behavior?
Answer:
What does it mean when we say services are intangible. How do marketers of services
overcome the problems associated with intangibility?
Answer:
Define technology. How does it affect marketing?
Answer:
Briefly describe how television and advertising on it has evolved over the years.
Answer:
Once the data has been collected and analyzed, it must be presented in a clear concise
form. Explain how marketing dashboards can help in this process.
Answer:
Explain what a markdown is and its timing (i.e. when a retailer uses it).
Answer:
Three types of companies populate and compete in the global marketplace. Identify and
describe each type.
Answer:
What are two special adjustments to the list or quoted price?
Answer:
There are only three major recording labels in the world – Sony Music Entertainment,
Time-Warner’s Warner Music Group, and GE’s Universal Music Group. They are
responsible for the vast majority of music recordings that are made. Harry says that
these three music companies operate as an oligopoly. Maryanne says that they operate
as monopolistic competition. Explain how each came to his or her conclusion. Who is
correct?
Answer: