Which of the following statements regarding segmentation bases is most accurate?
A. The identification of demographic variables is more objective than the identification
of psychographic variables, which is more subjective.
B. Marketers should use segmentation bases in this order to reduce potential costs:
behavioral, demographic, psychographic, and geographic.
C. The identification of psychographic variables is more objective than the
identification of demographic variables, which is more subjective.
D. Behavioral segmentation is based primarily on personality.
E. Psychographic segmentation is based primarily on product features.
Answer:
Brokers are independent firms or individuals who
A. represent a single producer and are responsible for the entire marketing function of
that producer.
B. work for several producers and carry noncompetitive, complementary merchandise
in an exclusive territory.
C. take title to merchandise but sell only to buyers who call on them, pay cash for
merchandise, and furnish their own transportation for the merchandise.
D. own the merchandise they sell but do not physically handle, stock, or deliver it.
E. bring buyers and sellers together to make sales.
Answer:
Another name for an e-marketplace is a(n)
A. e-hub.
B. E-place.
C. e-trade.
D. E-xchange.
E. 4NXchange.
Answer:
In response to the changes in the United States, many direct sellers are implementing a
__________ strategy by expanding into other countries with their current product lines.
A. market development
B. market penetration
C. accelerated development
D. product development
E. diversification
Answer:
Multichannel marketing
A. creates greater elasticity of demand for its products.
B. can leverage the value-adding capabilities of different channels.
C. creates greater inelasticity of demand for its product.
D. allows firms to legally circumvent paying taxes on revenue generated by online
sales.
E. allow customers to avoid shipping and handling charges.
Answer:
When Kroger, a national supermarket chain, uses a special promotion to price a
six-pack of soda at $2.09 (which is below its customary price level of $4.29), it is
attempting to
A. drive its competition out of business.
B. attract customers in hopes they will buy other products as well.
C. fill its parking lot so its store will look successful.
D. work with the local bottler to move products that are close to their expiration dates.
E. help stimulate the local economy and generate good will with its customers.
Answer:
A perceptual map refers to
A. a framework used to compare one firm’s product offerings with another firm’s
offerings in relationship to their relative market share.
B. a framework used to demonstrate the growth or decline of specific market segments
within an industry.
C. a means of displaying or graphing in two dimensions the location of products or
brands in the minds of consumers to enable a manager to see how consumers perceive
competing products or brands, as well as its own product or brand.
D. a framework to relate the market segments of potential buyers to the products
offered or potential marketing actions by an organization.
E. the place a product occupies in a single consumer’s mind on unimportant attributes
relative to competitive products.
Answer:
In a(n) __________ test, the test ad is placed in a collection with several other ads and
stores, and consumers are asked to read through the collection. Afterward, subjects are
asked for their impressions of the ads on several evaluative scales.
A. theater test
B. range test
C. group test
D. portfolio test
E. jury test
Answer:
In terms of the diffusion of innovation, late majority accounts for __________ of
product adopters.
A. 2.5%
B. 13.5%
C. 16%
D. 34%
E. 50%
Answer:
The term used to identify an organization’s long-term course of action designed to
deliver a unique customer experience while achieving its goals is referred to as a
__________.
A. marketing strategy
B. policy
C. strategy
D. plan
E. tactic
Answer:
Manufacturing a product only when there is an order from a customer is referred to as
A. order customization.
B. a one product one market segment strategy.
C. synergistic marketing.
D. build-to-order.
E. specialty customization.
Answer:
When a shopper visits a retail store to inspect merchandise, but then purchases the
merchandise online, it is referred to as __________.
A. Multichannel retailing
B. Multichannel marketing
C. Intertype retailer competition for customers
D. Showrooming
E. Intratype retailer competition for customers
Answer:
Step 2 in the planning phase of the strategic marketing process consists of
A. the situation (SWOT) analysis.
B. market-product focus and goal setting.
C. the marketing program.
D. business portfolio analysis.
E. diversification analysis.
Answer:
The clear, broad, underlying industry or market sector of an organization’s offerings is
referred to as its __________.
A. business
B. commerce
C. marketing
D. competitive set
E. product grouping
Answer:
Consumer behavior includes the actions a person takes in purchasing services and using
products and services, including
A. the physical effort spent on these actions.
B. the financial limitations one must overcome to accomplish these actions.
C. the mental and social processes that come before and after these actions.
D. the emotional processes that occur during these actions.
E. the cognitive and attitudinal processes that must be learned to complete these actions.
Answer:
Another name for quick response systems is __________.
A. order replenishment systems
B. customer logistics factors
C. minimum-inventory systems
D. web-based response systems
E. efficient consumer response systems
Answer:
Which of the following statements regarding direct marketing is most accurate?
A. Direct marketing now allows customers to shop 32 hours a day, 7 days a week.
B. Although direct marketing usually saves customers time, it does not often save
money.
C. Although direct marketing can save consumers time and money, the process is labor
intensive and not very much fun.
D. Many customers believe direct marketing provides great customer service.
E. Direct customers feel that their privacy is more likely to be compromised with direct
marketing than with other methods.
Answer:
Pizza Hut’s website customization is achieved in several ways, but the primary utility is
to __________.
A. speed up the delivery process
B. offer the greatest selection
C. offer the best value for the price
D. create strong customer relationship
E. simplify ordering
Answer:
Figure 17-4
Consider Figure 17-4 above, which is an account management policy grid that groups
customers according to the level of opportunity and the firm’s competitive sales
position. C represents which account management policy?
A. accounts that the firm should consider replacing personal calls with telephone sales
or direct mail to service accounts
B. accounts that should emphasize a heavy sales organization position or shift resources
to other accounts if a stronger sales organization position is impossible
C. accounts are somewhat attractive because the sales organization has a strong
position, but future opportunity is limited
D. accounts that should receive a high level of sales calls and service to retain and
possibly build accounts
E. accounts that should receive moderate level of sales and service to maintain current
position of sales organization
Answer:
Hewlett-Packard is taking a proactive role in reducing the amount of electronic
merchandise dumped in landfills by using __________ to reclaim recyclable and
reusable materials.
A. reverse materials handling
B. reverse logistics
C. cause-related marketing
D. vendor-managed inventory
E. materials transformation
Answer:
The use of computer, information, communication, and Internet technology to make the
sales function more effective and efficient is referred to as __________.
A. automated selling
B. direct selling
C. salesforce automation
D. salesforce computerization
E. salesforce networking
Answer:
Milsco Manufacturing markets __________ in partnership with its customers.
A. motors
B. braking systems
C. transmissions
D. seats
E. customized wheels
Answer:
Many University of Florida students, fans, and others view themselves part of “Gator
Nation,” the name of the __________ given to supporters of the University of Florida’s
educational and athletic programs.
A. VALS type
B. aspiration group
C. social class
D. brand community
E. market segment
Answer:
Derived demand refers to
A. a graph relating the quantity sold and price, which shows the maximum number of
units that will be sold at a given price.
B. the demand for industrial products and services that is driven by the demand for
consumer products and services.
C. the relationship between total revenue and total cost to determine profitability at
various levels of output.
D. the point on a demand curve where supply and demand intersect.
E. the percentage change in quantity demanded relative to a percentage change in price.
Answer:
Martin Lindstrom merged __________ and marketing and presented his controversial
findings in his breakthrough book Buy-ology.
A. genealogy
B. neuroscience
C. astrology
D. biochemistry
E. numerology
Answer:
The best-known self-regulatory group is the __________, which is a voluntary alliance
of companies whose goal is to help maintain fair practices.
A. U.S. Department of Justice
B. National Chamber of Commerce
C. Better Business Bureau
D. Federal Trade Commission
E. National Federation of Independent Business
Answer:
Which of the following examples best demonstrates a company’s appreciation for
another country’s values?
A. A German company allows customers to make large purchases using lay-away
(paying small amounts until the item is paid for and delivered).
B. In Brazil, an appliance maintenance firm schedules service appointments allowing
only 15 minutes of leeway for missed calls or no shows.
C. In Japan, a spa owner created special exercise classes for husbands and wives.
D. In India, a popular hamburger chain separated its dining area by color for people
who wanted to eat beef and those who did not.
E. Calvin Klein reduced the number of outdoor advertising placements showing
scantily clad models in countries with predominantly Muslim populations.
Answer:
Describe the two factors that are used to classify social media.
Answer:
Small businesses employ __________ of all private sector employees.
A. one quarter
B. one third
C. half
D. three quarters
E. nearly all
Answer:
Aeon, Carrefour, Tesco, and Metro Group are
A. sizeable wholesalers that handle products for the world’s largest retailers.
B. new Internet start-ups that have the potential to impact the U.S. economy.
C. large retailers outside of the United States.
D. large distributors of business products.
E. historically important companies that developed consumer selling systems, though
none still exist today.
Answer:
In terms of the global marketplace, there are three primary types of companies:
international firms, multinational firms, and transnational firms. The key factor that
distinguishes one from another is
A. the firm’s financial capacity to take risks.
B. the willingness and ability to embrace diversity and cultural differences.
C. the firm’s orientation toward and strategy for global markets and marketing.
D. the relative position of the product or service in terms of its life cycle.
E. the relative size of the firm both in financial terms and in production capacity.
Answer:
If a fraternity or sorority wants to attract new members, it should focus on people who
view its current members as a(n) __________ group.
A. associative
B. aspiration
C. dissociative
D. reference
E. involvement
Answer: