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Companies that use supply chain management techniques typically also use a push
promotional strategy.
a. True
b. False
Answer:
The only way that Jim Keeler in New Mexico can get a box of Carolyn Popwell's
Festive Holiday Truffles from Washington is to order it through the mail. Popwell, who
makes the candy by hand, uses a(n) ___ exclusively.
a. exclusive distribution system
b. conventional channel
c. vertical marketing system
d. reciprocal channel
e. direct channel
Answer:
Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are
distinguished by differences such as brand names, packaging, color, smell, or 'secret"
additives. With these products, marketers attempt to convince customers that their
product is significantly different from the others and should therefore be demanded over
competing brands. These marketers are using:
a. cannibalization
b. perceptual mapping
c. psychographic targeting
d. integrated marketing
e. product differentiation
Answer:
Abetta, Royal King, Kincade, EquiRoyal, and Amadeus are all manufacturers and
marketers of Western-style saddles for horses. Thus, the manufacturers are ______
factors in each other's external environments.
a. component lifestyle
b. competitive
c. economic
d. social
e. legal and regulatory
Answer:
UniversityResearchStudy
A regional state university is experiencing declining enrollments. The administration is
concerned with this situation and has asked a marketing research class to conduct a
research study and make recommendations. One thing the administration is interested in
learning is the feasibility of offering all of their degrees online as well as through the
traditional on-campus degree program. They do not know what the market potential
would be for online degrees and potential students' attitudes and intentions toward
getting an online degree from this university.
Refer to University Research Study. Which role of marketing research is represented if
the student researchers address "what if" questions, such as examining the outcomes if
all the degree programs were available online?
a. Predictive
b. Proscriptive
c. Descriptive
d. Diagnostic
e. Normative
Answer:
When consumers change or distort information that conflicts with their feelings or
beliefs, it is called:
a. selective distortion
b. selective dissonance
c. intermittent reinforcement
d. selective retention
e. selective exposure
Answer:
When Apple, Inc. originally introduced its iPhone, it was priced at what many believed
to be about as high as the market would allow. Within weeks, Apple lowered the price
of the iPhone. It appears that Apple entered the market with a ____approach to pricing
the iPhone.
a. market share pricing
b. profit maximization
c. demand-oriented
d. sales maximization
e. status quo pricing
Answer:
Which of the following is what consumers will receive or achieve by using a product?
a. Attribute
b. Benefit
c. Compensation
d. Market share
e. Functionality
Answer:
When IKEA, the Swedish home furnishings retailer, first entered the Japanese market, it
failed. It was more successful in its second try because it was aware of the need to adapt
its furnishings to fit the smaller Japanese homes. The _____ environment had the
greatest influence on IKEA's first failure in Japan.
a. demographic
b. economic
c. cultural
d. political
e. technological
Answer:
If a researcher wanted to look at responses to vacation home ownership questions as
they relate to age and occupation of the respondent, the analysis approach he or she
would use is:
a. one-way frequency tables.
b. standard deviation measures.
c. cross-tabulations.
d. passive people meters.
e. scaled responses.
Answer:
Fisher-Price is identifying Asian markets that are interested in their line of talking toys.
Fisher-Price is engaged in the process of market segmentation.
a. True
b. False
Answer:
Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet
strong twin speakers use Bluetooth to stream music directly from a PC or MP3 player.
This small Sony wireless speaker, which is radically different from anything currently
on the market, would be classified as a(n):
a. discontinuous innovation
b. slow-diffusing product
c. episodic innovation
d. venture product
e. sporadic innovation
Answer:
Strategic planning is most effective when managers view it as an annual exercise.
a. True
b. False
Answer:
Price discrimination can sometimes be justified if certain criteria are not met.
a. True
b. False
Answer:
With the ____ channel relationship, both parties retain their independence and pursue
their own interests while attempting to benefit from the goods or services provided by
the other.
a. arm'slength
b. functional
c. cooperative
d. co-opetitive
e. integrated
Answer:
Company characteristics, such as geographic location, type of company, company size,
and product use, can be important segmentation variables.
a. True
b. False
Answer:
Trademark protection and rights only lasts for five years.
a. True
b. False
Answer:
Over the years, Crest has added a variety of different toothpastes to its brand, such as
Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar
Protection Crest, and Crest for Kids. These additions are examples of:
a. product line extensions.
b. product portfolio width adjustments.
c. product item contractions.
d. SBU expansions.
e. product mix widths.
Answer:
Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an
example of a(n) ____ label.
a. data
b. union mandated
c. persuasive
d. informational
e. functional
Answer:
Nestl Purina sells chicken feed and Wheat Chex, but the sale of one of these products
has no known impact on demand for the other. In this case, the two products have a(n)
_____ relationship.
a. inverse
b. neutral
c. complementary
d. substitute
e. negative
Answer:
After years of expansion, Starbucks recently closed 600 of its poorer performing stores.
Many of the stores closed were near other Starbucks locations. In those areas,
management felt that the company had too many outlets, which was boosting the
company's cost unnecessarily. Decisions concerning the number of outlets are a part of
the _____ strategy of service organizations.
a. distribution
b. promotion
c. production
d. product
e. demand/supply
Answer:
After Hal Li purchased and installed a wood-burning stove to heat his family home, the
stove caught fire and damaged much of the hous
e. He believes the stove had inadequate insulation. Li should voice his concerns to the
Federal Trade Commission.
a. True
b. False
Answer:
Canyons ski resort is so positive that guests will enjoy their visit that they offer a
money-back guarantee for special lift tickets purchased at the resort Web site. Canyons'
"You"llLoveItOrIt'sFreeGuarantee" provides consumers which of the following service
quality aspects?
a. Tangibility
b. Responsiveness
c. Sympathy
d. Responsibility
e. Reliability
Answer:
Which of the following statements describes an advantage of status quo pricing?
a. Status quo pricing is derived from actual costs of manufacturing.
b. Status quo pricing maintains the organization's differential advantage.
c. Status quo pricing is active, not reactive.
d. Status quo pricing causes price wars.
e. Status quo pricing requires little planning.
Answer:
A routine purchasing situation in which the purchaser is not looking for new
information or other suppliers is called a:
a. modified rebuy.
b. value buy.
c. synergistic buy.
d. straight rebuy.
e. make-or-buy.
Answer:
A consumer who consistently and repeatedly purchases the same brand is said to have:
a. brand loyalty
b. product equity
c. product loyalty
d. product repetition
e. store loyalty
Answer:
Creating a(n)____ during a sales approach helps salespeople optimize their time and
resources.
a. sales proposal
b. customer profile
c. sales presentation
d. forecast of needs
e. AIDA assessment
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. Marketers of the e-cigarette claim that they are not marketing the
product to children, particularly because a starter kit costs over $100. Which economic
factor are the marketers claiming will likely keep this product out of the hands of
children?
a. Income
b. Inflation
c. Recession
d. Purchasing power
e. Interest rates
Answer:
A value or attitude deemed acceptable by a group is called a(n):
a. expectation
b. reference
c. aspiration
d. opinion
e. norm
Answer:
Stimulus discrimination is a learned ability to differentiate among similar products.
a. True
b. False
Answer:
Which of the following has been found to be an efficient substitute for traditional
methods of conducting test markets?
a. Product sampling
b. Simulated product adoption
c. Online test marketing
d. Simulated diffusion
e. Market concentration
Answer:
A product is defined as a business product rather than a consumer good on the basis of
its:
a. intended use.
b. physical characteristics.
c. price.
d. distribution method.
e. tangible attributes.
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. A decision to use public service announcements
about the various exhibits and attractions and to broadcast them in the Cincinnati area is
an example of a ____ decision the Museum Center would need to make.
a. product
b. service
c. distribution
d. promotion
e. price
Answer:
Hensley Poultry is a wholesaler that buys poultry food and health products from
Provini, Inc., feeding systems from Big Dutchman, Inc., and incubation systems from
Copca Corp. Hensley then sells those products to poultry producers and farmers'
cooperatives in Iowa. Hensley Poultry could be best classified as a(n):
a. producer.
b. distribution network.
c. inventory carrier.
d. specialty retailer.
e. reseller.
Answer:
Marketers use ____ to segment markets because this information is widely available,
and factors such as age or gender are often related to consumer purchasing and
consumption behavior.
a. benefits
b. psychographics
c. demographics
d. usage rates
e. sociocultural attributes
Answer:
