A news story on the resignation of Steve Jobs as CEO of Applecomplete with
descriptions of the numerous innovations he pioneered during his tenureis an example
of:
a. a sales promotion.
b. free advertising.
c. demarketing.
d. newspaper advertising.
e. publicity.
Answer:
GoingtotheDogs
Demand for pet services is greatly increasing across the United States. In fact,
Americans will spend nearly $44 billion dollars on their pets this year. Many American
dog owners are seeking out “doggy day cares” that are more like a resort or spa than an
ordinary kennel for their canine companion. Day care services for dogs now include toy
rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy
beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day
cares have a phone where owners can talk to their dogs when they feel their pets need to
hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities
that the pet owner chooses.
Refer to Going to the Dogs. Suppose that before opening the It’s a Dog’s Life doggy
resort the owners gathered together a group of ten dog owners to discuss what they
would want to see in the ideal dog day care center. This would be an example of:
a. idea screening
b. diffusion
c. a focus group
d. basic research
e. observation
Answer:
For true supplier integration to occur, all of the following must occur EXCEPT:
a. firms must choose their suppliers carefully
b. supply chain partners must interact in ways that minimize waste and redundancy
c. firms need to adopt a “push” system rather than a “pull” system of supply chain
management
d. firms must monitor each supplier’s strategic goals and operational capabilities
e. both firms must have a stake in the outcomes of their interactions
Answer:
A ___ error arises if the sample drawn from a population differs from the target
population.
a. field
b. frame
c. measurement
d. random
e. nonresponse
Answer:
The U.S. government is:
a. not a business market segment.
b. the world’s largest single customer.
c. an organization accounting for over 50 percent of the U.S. gross national product.
d. mainly a military equipment purchaser.
e. using one centralized purchasing office for the entire government.
Answer:
According to BtoB magazine, B-to-B marketers’ favorite social media tool is:
a. Facebook
b. LinkedIn
c. Twitter
d. YouTube
e. SnapChat
Answer:
U.S. paint manufacturers traditionally use different formulas for developing paint to be
used in the humid Southeast, the frigid Midwest, and the hot and dry Southwest. This is
an example of how demographic segmentation is used.
a. True
b. False
Answer:
CincinnatiMuseumCenter
The Cincinnati Museum Center is home to the Cincinnati History Museum, the Duke
Energy Children’s Museum, and the Museum of Natural History and Science. The
Cincinnati History Museum displays materials and related aspects of the history of
Cincinnati and the surrounding region. Costumed interpreters throughout the museum
allow visitors the unique opportunity to make a personal connection with the past. The
educational and dramatic exhibits at Duke Energy Children’s Museum allow kids to
climb, crawl, explore and learn about themselves and the world around them. And the
Museum of Natural History and Science gives children hands-on, inquiry based
experiences in science, technology, engineering and math.
Refer to Cincinnati Museum Center. The ____ makes it difficult for the Cincinnati
Museum Center to prioritize its objectives and evaluate its performance.
a. creation of a benefit strength
b. lack of a financial objective
c. inability to promote the exhibits
d. absence of service qualities
e. presence of intangible factors
Answer:
The mode of transportation that provides the most accessibility is:
a. pipelines
b. air freight
c. truck freight
d. water transport
e. railroad
Answer:
Generation Y was the first generation of latchkey children””products of dualcareer
and/or divorced households.
a. True
b. False
Answer:
JCPenney sends representatives to shop at similar retailers to make sure it is charging
comparable prices for its products. JCPenney probably uses a _____strategy.
a. leader pricing
b. preemptive pricing
c. status quo pricing
d. flexible pricing
e. functional pricing
Answer:
Which type of research is also called pure research and attempts to expand the frontiers
of knowledge but is not aimed at a specific, pragmatic problem?
a. Applied
b. Basic
c. Primary
d. Secondary
e. Synergistic
Answer:
A market-oriented firm defines its business in terms of:
a. goods and services
b. the benefits its customers seek
c. employee empowerment
d. competitive position
e. customer satisfaction
Answer:
Which of the following means that a firm believes an ongoing relationship with some
other firm is so important that it warrants maximum efforts at maintaining it
indefinitely?
a. Amae
b. Trust
c. Relationship quality
d. Strategic alliance
e. Relationship commitment
Answer:
Which type of social media site allows users to post, read, rate, and comment on
opinions about many different kinds of products and services?
a. A virtual world
b. A review site
c. A corporate blog
d. A media sharing site
e. A microblog
Answer:
NutriFoods is concerned that its advertising messages are not getting through to the
target market as intended. Its radio ads contain music that its target market does not
like, and its spokesperson has a very nasal voice that sounds as though he has a
perpetual cold. These are examples of noise in the communications process.
a. True
b. False
Answer:
Les Ailes de la Mode, a Quebec retail store that promotes the highest quality of
customer service, has not only established itself as a top retailer in the province but also
has a credit card and point program company, a cataloger and Internet seller, and even a
publisher. Through gathering customer information for its credit cards and point
program, through catalog and Internet orders, and through subscriptions to its
publications, Les Ailes de la Mode has created several different:
a. focus areas.
b. touch points.
c. interrelationship promotions.
d. distribution channels.
e. sources of distribution information.
Answer:
The typical starting point of any firm’s marketing mix is the:
a. analysis of what production equipment is available and owned by the company
b. design of the promotion campaign to be used for the product
c. selection of the places through which the good or service will be sold
d. determination of the product’s price, enabling future revenues and budgets to be
estimated
e. development of the good or service to be sold
Answer:
E-cigarettes
Smoking inflames nonsmokers and claims the lives of more than 400,000 smokers each
year, so the electronic cigarette is a welcomed alternative. Electronic cigarettes, called
e-cigarettes, are battery-powered devices that emit a vapor from nicotine, flavorings,
and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine
vapor in places where smoking is not allowed. The product has been touted as a means
to quit smoking as well. However, critics, especially the Food and Drug Administration
(FDA), claim that “vaping” poses risks. In fact, the FDA claims its tests revealed a toxic
chemical that is found in antifreeze as well as other carcinogens. The FDA blocked a
shipment of the product from China and banned the sale of this product in the United
States. In addition to the safety issue, the FDA is concerned that children might be
attracted to this product because it comes in flavors other than traditional menthol, such
as bubble gum, chocolate, and strawberry. The FDA wants this product to go through
the same rigorous testing that drugs must go through before being marketed. However,
the FDA’s authority over this product is questioned. While Congress has recently given
the FDA authority over tobacco products, this is not a tobacco product and the
Electronic Cigarette Association is fighting the ban.
Refer to E-cigarettes. In 1964, 42 percent of Americans smoked, but now that rate has
dropped below 20 percent.
Which environmental factor has had the greatest impact on this trend?
a. Technological
b. Economic
c. Competitive
d. Demographic
e. Social
Answer:
All of the following are taken into account in a cost of living index EXCEPT:
a. income
b. housing
c. food and groceries
d. health care
e. entertainment
Answer:
Managers can use the NAICS data to:
a. create a more focused mission statement.
b. eliminate risk.
c. classify consumer behavior.
d. identify potential new customers.
e. determine purchase motives.
Answer:
The manufacturer of Macho brand martial arts products was implementing a strategic
plan when it sponsored a local karate tournament for teenagers.
a. True
b. False
Answer:
Novartis
Novartis, a Swiss drug maker, is planning to purchase a majority stake in Zhejiang
Tianyuan Bio-Pharmaceutical Company, a Chinese vaccine maker. Novartis has agreed
to pay $125 million for the company, which holds a 3 percent share of China’s $1
billion vaccines market. The market for vaccines is growing 20 percent or more in the
developing nations of Asia, Africa, and Australasia. In the past, vaccine use has been
limited to basic shots against diseases such as polio, tuberculosis, and measles, but as
the economies of these countries grow, government and private healthcare spending
focuses on preventing diseases such as hepatitis B, cholera and rotavirus, tetanus, and
others. Some critics are against the acquisition, claiming that prices will increase.
Novartis claims it is not interested in raising prices but rather in expanding Tianyuan’s
product offerings.
Refer to Novartis. Novartis assessed the opportunity presented by the growing potential
markets in developing countries and determined it was consistent with its internal
quality production processes and extensive research and development capabilities. The
assessment process in which Novartis learned this about the environment is called a:
a. market audit
b. situation analysis
c. primary analysis
d. profit and loss assessment
e. strategic window search
Answer:
CollegeDecision
Juan is a senior in high school and is deciding which university to go to after he
graduates. He has received several pieces of mail from local universities with
information on scholarship opportunities because he has a good GPA and a high ACT
score. He and his parents have visited several schools and have talked to advisors
regarding his chosen major of marketing. Juan is thinking about going to the local
community college where all of his friends are planning to go, but his parents want him
to go to a more prestigious school because they think he will get a better education
there.
Refer to College Decision. The direct mail pieces with scholarship information that
schools are sending to Juan are examples of which type of information sources?
a. Marketing-controlled
b. Nonmarketing-controlled
c. Service-oriented
d. Internal
e. Selective
Answer:
______use complex mathematical software to profitably fill unused capacity.
a. Yield management systems
b. Capacity correlation systems
c. Service forecasting tools
d. Service management systems
e. Capacity management software
Answer:
A salesperson engaged in needs assessment does all of the following EXCEPT:
a. researching the industry.
b. finding out about the competition.
c. knowing everything there is to know about the customer and its needs.
d. learning about the product or service.
e. handling objections.
Answer:
Angela and Dominic own Cincy by the Slice pizzeria. They are interested in keeping
track of the number of mentions their store receives on sites like Twitter and Facebook,
but they are unsure of which steps to take next. Which of the following resource would
best meet their needs?
a. A listening platform with key word report capabilities
b. An insight platform that offers online focus group solutions
c. Web analytics software
d. An advanced customer database with predictive application
e. A social customer relationship management system
Answer:
Which component of service quality represents the ability to provide prompt service?
a. Reliability
b. Responsiveness
c. Assurance
d. Empathy
e. Tangibles
Answer:
_____ are extra fees paid by consumers for violating the terms of purchase agreements.
a. Decoy fees
b. Misuse discounts
c. Punitive fees
d. Consumer penalties
e. Financial judgments
Answer:
____ is a scanner-based sales-tracking service for the consumer packaged-goods
industry. It tracks retail sales, consumer purchasing information, and promotional
activity for all bar-coded products.
a. BehaviorScan
b. Nielsen Data
c. Scanner Plus
d. InfoScan
e. VideOCart
Answer:
Consumers born between 1965 and 1978 form a group called:
a. Tweens.
b. Yuppies.
c. cohort markets.
d. America’s mass market.
e. Generation X.
Answer: