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Teenagers are expected to respond in a similar way to a set of marketing efforts. In
other words, this group represents a ________.
A) channel intermediary
B) line extension
C) market segment
D) product attribute
E) brand personality
Answer:
A room upgrade offered by a hotel to a guest who often stays in the hotel is an example
of ________.
A) a frequency marketing program
B) a basic relationship
C) a club marketing program
D) partner relationship management
E) sustainable marketing
Answer:
Dan has been directed to study the forces close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment
Answer:
Refer to the scenario below to answer the following question(s).
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who were intrigued by the lifestyle of Shipshewana's largest populationthe Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town's popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same variety.
Mary Miller decorated the shop's display room with authentic Amish dcor and
eventually hired three Amish friends to sew and embroider napkins and other textiles as
customers had requested such items. In addition, two women from the Amish
community sought permission from the Millers to display home-baked pastries and
jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to
its flea market on the south edge of town. The Millers also hired four more people to
help customers throughout the purchasing process and to provide the required
product-related information to the customers.
"Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to
buy things made in China or Taiwan. They want real, Amish-made goods."
The authentic Amish dcor of Indiana Wood's contributes to the store's ________.
A) product assortment
B) services mix
C) atmosphere
D) segmentation
E) retail convergence
Answer:
Service ________ means that the quality of services depends on who provides them as
well as when, where, and how they are provided.
A) intangibility
B) inseparability
C) variability
D) perishability
E) heterogeneity
Answer:
Which of the following would most likely be included in an executive's write up of a
new product idea to be presented to a new product committee?
A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy
Answer:
Using ________ pricing, companies are able to turn their trash into cash, allowing them
to make the price of their main product more competitive.
A) product bundle
B) optional product
C) captive product
D) by-product
E) product line
Answer:
The Pure Drug Company produces insulin, a product with a very stable demand. Even
though the price changed several times in the past two years, the demand for Pure
Drug's insulin remained relatively unaffected. In this instance, the demand for insulin is
representative of ________ demand.
A) latent
B) negative
C) inelastic
D) derived
E) composite
Answer:
________ research involves observing customers in a natural context on the Internet.
A) Causal
B) Netnography
C) Survey
D) Ethnographic
E) Geomarketing
Answer:
Which of the following is the most likely result of a marketing strategy that attempts to
serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) All customers will directly turn into customer evangelists.
D) Not all customers will be satisfied.
E) Customers will not show interest in any other company's products.
Answer:
The advertisements that use the Aflac duck or the GEICO gecko are using the message
execution style of ________.
A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols
Answer:
A marketing research company asked members of a focus group to describe several
brands as animals. The purpose of the request is to measure the prestige of the various
brands. This is an example of ________.
A) brand strength analysis
B) interpretive consumer research
C) quantitative research
D) buzz marketing
E) brand extension
Answer:
Rob has been asked by his manager to identify a group of potential customers who
would respond in a similar way to a given set of marketing efforts. In this instance, Rob
has been asked to identify a ________.
A) new product
B) market segment
C) marketing intermediary
D) brand
E) product line
Answer:
The proposed right to ________ includes the right to know the unit pricing, the
ingredients in a product, the nutritional value of foods, product freshness, and the true
benefits of a product.
A) charge any price for the product
B) be protected against questionable products
C) influence products and marketing practices in ways that will improve "quality of
life"
D) expect the product to perform as claimed
E) be well informed about a product
Answer:
In advertising, "puffery" is a term that refers to ________.
A) a straightforward promotional message
B) innocent exaggeration for effect
C) hidden advertising messages to consumers
D) subliminal appeals to consumers
E) value-added promotions
Answer:
Coca-Cola cups prominently featured on episodes of American Idol are an example of
________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
Answer:
Which of the following is true with regard to strategic planning?
A) At the corporate level, the company starts the strategic planning process by
determining what portfolio of businesses and products is best for the company.
B) A strategic plan deals with a company's short-term goals.
C) The focus of strategic planning is to define a game plan for long-run survival and
growth.
D) The strategic plan is a statement of an organization's purpose.
E) Strategic planning involves identifying segments of consumers with identical
preferences.
Answer:
Customers can be classified into four relationship groups based on their profitability
and projected loyalty. Which customer type is associated with high profitability and
long-term loyalty?
A) barnacles
B) strangers
C) butterflies
D) true friends
E) cash cows
Answer:
Which of the following refers to a closing technique used by salespeople?
A) asking customers for referrals
B) developing solutions to customers' problems
C) seeking out hidden objections
D) reviewing points of agreement
E) taking objections as opportunities to provide more information
Answer:
Trusted Wholesalers is a company that currently purchases products made in Mexico
and sells them to companies based in the United States and Canada. Trusted
Wholesalers is considering whether to also purchase products produced in Costa Rica
and the Dominican Republic. To make their decision, members of management at
Trusted Wholesalers will most likely evaluate the agreements made by ________.
A) the EU
B) NAFTA
C) CAFTA-DR
D) MCAN
E) UNASUR
Answer:
In the context of behavioral segmentation, markets segmented by ________ can be
categorized into light, medium, and heavy product users.
A) benefits sought
B) loyalty status
C) usage rate
D) user status
E) occasion
Answer:
Jolene's firm markets preplanning services for a mortician. She finds that most of her
target market avoids discussing future funeral needs. She convinces people to invest in
the firm's services through her large-scale promotional efforts. Jolene's firm most likely
practices the ________.
A) production concept
B) marketing concept
C) selling concept
D) product concept
E) societal marketing concept
Answer:
Which of the following should be a manufacturer's first step when designing an
effective marketing channel?
A) set channel objectives
B) analyze consumer needs
C) identify channel alternatives
D) evaluate channel alternatives
E) establish strategic alliances
Answer:
Which of the following acts requires that Web site operators obtain parental consent
before collecting personal information about children under the age of 13?
A) Safe Children's Act of 2001
B) Children's Online Privacy Protection Act
C) Children's Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children's Act for Responsible Employment
Answer:
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers
conduct product research and also lets them order directly online or redirects them to
the nearest Gant retail store. Which of the following best describes GantHardware.com?
A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog
Answer:
RedFin manufactures diving equipment that is highly regarded by customers
worldwide. Each department in RedFin contributes to its success and can be thought of
as a(n) ________.
A) link in the company's internal value chain
B) separate organization
C) independent subsidiary of the company
D) separate market segment
E) SBU
Answer:
Which of the following is a valid source of secondary data?
A) personal letters and correspondence
B) Internet search engines
C) ethnographic research
D) direct surveys
E) interviews
Answer:
Which of the following is an example of an internal stimulus that would most likely
lead to problem recognition?
A) A buyer gets a new idea from an advertisement.
B) A buyer gets a new idea at a trade show.
C) A buyer is unhappy with a current supplier's product quality.
D) A buyer receives a call from a salesperson offering better service.
E) A buyer learns about a new product at an industry convention.
Answer:
The marketing department of a reputed firm wants to improve strategic decision
making, track the actions of other players in the market, and provide early warning of
opportunities and threats. Which of the following would help the firm achieve its
objectives?
A) ethnographic research
B) strategic planning
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management
Answer:
The buying decision process starts with ________, in which the buyer spots a problem.
A) need recognition
B) information search
C) impulse purchases
D) buyer's remorse
E) alternative evaluation
Answer:
