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"Girls Just Wanna Have Funds" is a Washington, DC, support group that consists
mostly of young women who offer tips on budgeting and debt relief. As they state on
their Web site, their goal is to help women break financial ceilings "one stiletto at a
time." Girls Just Wanna Have Funds is providing a ____ that is helpful to women
who want to be financially savvy.
a. synergy
b. tangible resource
c. tangible product
d. service
e. good
Answer:
Kia Motors runs television advertisements that encourage the purchase of their Kia Soul
compact car. This is an example of _____ advertising.
a. pioneering
b. circumstantial
c. product
d. advocacy
e. comparative
Answer:
AIDA stands for:
a. attitude, interest, demand, activity.
b. attention, interest, desire, action.
c. awareness, intent, demand, action.
d. avoidance, interest, desire, acceptance.
e. attitudes in developing acquisitions.
Answer:
Individual producers of raw materials have great flexibility in pricing their products.
a. True
b. False
Answer:
Ethical questions range from narrowly defined issues to broader philosophical, social
questions.
a. True
b. False
Answer:
InBev bought AnheuserBusch. How will this purchase affect InBev's marketing mix?
a. It will only affect the product element of InBev's marketing mix.
b. It will only affect InBev's four Ps""not its marketing mix.
c. It will affect all of InBev's marketing mix elements, either directly or indirectly.
d. It will not affect the promotion or distribution elements of the InBev marketing mix.
e. It will have no affect on InBev's marketing mix.
Answer:
Who are the richest people in the world?
a. Americans
b. Chinese
c. British
d. French
e. Norwegians
Answer:
ForeverLawn has recently added two new synthetic lawn products. One of the products
includes fake brown grass that makes the synthetic lawn look more realistic, as it
appears to have some patches of brown thatch. The other product is K9Grass for
consumers who have pet dogs. The addition of these two new synthetic grass products
is a way for ForeverLawn to increase its:
a. line width.
b. breadth mix.
c. mix width.
d. line depth.
e. mix depth.
Answer:
Dixie Furniture Company has recently moved to a new, larger location. At this new
location, it has been unable to attract sufficient customers. Its owner did not have the
cash to pay the current loan installment due on the building and inventory, so he
decided to reduce all merchandise prices by at least 50 percent for a weekend sale to
earn enough to make his loan payment. His pricing objective can be classified as:
a. market share maximization.
b. satisfactory profits.
c. asset maximization.
d. sales maximization.
e. target ROI.
Answer:
After-tax income is referred to as:
a. gross income
b. marginal income
c. purchasing income
d. unencumbered income
e. disposable income
Answer:
Private-label manufacturing by a foreign country is called franchising.
a. True
b. False
Answer:
DayCare
Fiona is considering a day care facility for her five-week-old daughter Kate. She has
been visiting day care centers for the past two weeks and has interviewed caregivers at
eight different centers. It is extremely important to Fiona that Kate be stimulated
intellectually and fed according to schedule. After considering all eight centers, Fiona
chose PerfectCare. While she is quite pleased with her choice, she continues to wonder
if she made the correct decision.
Refer to Day Care. Shannon, Fiona's best friend, recommended PerfectCare because she
takes her daughter there. Shannon was acting as a(n):
a. family member
b. opinion leader
c. dissociative reference
d. busybody
e. gatekeeper
Answer:
The Geek Squad is a tech support station located inside every Best Buy electronics
retail store. Best Buy gives intensive training to the Geeks. The purpose of this training
is to:
a. improve customer service
b. give higher education benefits to employees
c. promote the company image by increasing public awareness
d. reduce the need of empowerment
e. increase employment levels
Answer:
Consumers practice extensive decision making when buying an unfamiliar, expensive
product or an infrequently bought item.
a. True
b. False
Answer:
The ____ is the originator of the message in the communication process.
a. communicator
b. encoder
c. channeler
d. sender
e. receiver
Answer:
Electric cars will increase the demand for electricity, which will then dramatically
increase demand for the equipment needed to provide consumers with the electricity.
This dramatic increase is due to the:
a. demand fluctuator principle.
b. joint demand principle or division effect.
c. inelastic demand effect.
d. circumlocution effect.
e. accelerator principle.
Answer:
A stimulus is a unit of input from either an external or internal source that can affect
sight, smell, taste, touch, or hearing.
a. True
b. False
Answer:
Brands, organizations, and nonprofits that use Facebook:
a. have thus far been unsuccessful in their attempts to use the platform to create viral
marketing campaigns.
b. are public and are thus subject to search engine indexing.
c. must never use the Facebook Wall to communicate with consumers.
d. need to use all of Facebook's privacy options to ensure that only the right people have
access to company information.
e. create profiles, as opposed to pages.
Answer:
In the ______ stage of ethical development, loyalty and obedience to the organization
or to society become paramount.
a. preconventional morality
b. transformationalism
c. conventional morality
d. postconventional morality
e. actualized morality
Answer:
Consumers' concern for health issues affects the way food is marketed. For example,
marketers must now list the number of grams of transfat on a product's nutrition label
because it has recently come to light that this type of fat is harmful. Consumers' concern
for health issues is a(n) _______factor.
a. economic
b. political and legal
c. technological
d. demographic
e. social
Answer:
Which of the following is NOT an example of a product's tangible feature?
a. Brand equity
b. Packaging
c. Color
d. Options
e. Size
Answer:
Sales promotion consists of all marketing activities other than personal selling,
advertising, and public relations that stimulate consumer buying and dealer
effectiveness.
a. True
b. False
Answer:
RockTenn
RockTenn produces packaging products. The company makes cartons that will hold a
dozen Dunkin" Donuts, waffle fries for Chik-fil-A, Gillette razors, Haagen-Daz ice
cream, express mail envelopes for FedEx, and much more. RockTenn business
fluctuates depending on consumer demand. As plastic products become more
expensive, companies turn to cardboard and paper to package their products.
Refer to RockTenn. The demand for RockTenn's cardboard cartons depends on how
many Dunkin" Donuts, Chick-fil-A waffle fries, and Chinese take-out meals consumers
order. This is an example of _____ demand.
a. inelastic
b. derived
c. joint
d. fluctuating
e. elastic
Answer:
A firm's mission statement should answer the question, "What products do we produce
best?"
a. True
b. False
Answer:
The biggest category of sponsorships involves ____ , which accounts for almost 70
percent of spending in sponsorships.
a. education
b. arts and festivals
c. political causes
d. sports
e. music
Answer:
____ products are products that are not known about or not actively searched for by
consumers. These products require aggressive personal selling and highly persuasive
advertising.
a. Hidden
b. Specialty
c. Equity
d. Unsought
e. Shopping
Answer:
Thompson Pool and Patio is known for quality pool installations, excellent customer
service, and reasonable prices. If you want to have a Thompson pool, you will have to
wait about six months due to demand for their product. While Thompson could
probably price its product higher, given the demand, they don"t. Instead, the company
sets its price so that it will earn a reasonable level of profits. Thompson seems to base
its pricing policy on:
a. profit maximization.
b. earning satisfactory profits.
c. creating retained earnings.
d. making the most money as possible.
e. decreasing consumer demand.
Answer:
Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access
to a client's gambling history to determine what sort of room or complimentary services
will provide the guests with the highest level of service. This is an example of which
trend contributing to CRM?
a. Time Savings
b. Personalization
c. Loyalty marketing
d. Technology
e. Data Collection
Answer:
If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization
motivation, it would create ads that:
a. emphasize hunger.
b. emphasize that only those people who want to tell others they have risen to the top of
their profession use the restaurant.
c. inform consumers about the cleanliness of the food preparation areas and procedures.
d. show people enjoying others' company while eating in the restaurant.
e. indicate eating in the restaurant is what "you have earned and deserve."
Answer:
Social bookmarking sites such as Delicious and StumbleUpon differ from social news
sites such as Reddit and Digg in that:
a. the objective of their users is to collect, save, and share interesting and valuable links.
b. they allow users to edit the stories they find for accuracy.
c. users can change their profiles and update their status whenever they wish.
d. they treat location-based micronetworking as a game.
e. posts are limited to no more than 140 characters in length.
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. In addition to understanding potential students'
attitudes and intentions regarding online degree programs, the administration has also
asked the students to gather data on another project regarding the public's attitude
toward the university. Gathering data on two different projects using one questionnaire
is called a(n) ____ study.
a. piggyback
b. dichotomous
c. dual-purpose
d. compound
e. synergistic
Answer:
IBM and Cisco work together to provide banks with the products and services they
need to manage their multiple locations. In other words, the two companies have joined
in a:
a. retail cooperative.
b. direct investment venture.
c. transactional relationship.
d. strategic alliance.
e. synergistic relationship.
Answer:
Ritz-CarltonHotels
Cesar Ritz, the founder of the original RitzCarlton, Boston, was known as the "king of
hoteliers and the hotelier to kings." Today, there are more than 70 RitzCarlton hotels
spanning 24 countries with 38,000 employees. These are not typical employees, though.
They are described as "Ladies and Gentlemen serving Ladies and Gentlemen."
Employees participate in an intensive orientation program and recertification programs
throughout their careers with the company, and many are allowed $2,000 to fix a guest's
problem on the spot without managerial approval. So renowned is the Ritz way of doing
business that the company offers a Leadership Center for executives and managers of
other companies to learn and implement the Ritz way of customer service. But it
doesn"t stop with employees. RitzCarlton hotels recently launched "Give Back
Getaways" in 2008 that allow guests to volunteer in locales where they are vacationing.
The hotel also offers "Vow to Help Others," which is a program that donates a portion
of a wedding couple's reception costs to those in need. The chief operating officer's
words sum up Ritz Carlton's philosophy best: "If we really do our job, we really don"t
need sales anymore. Satisfied guests are your advertising."
Refer to RitzCarlton Hotels. The "Give Back Getaways" and "Vow to Help Others"
programs offered by Ritz
Carlton hotels are applications of which marketing management philosophy?
a. Societal
b. Sales
c. Production
d. Market
e. Retail
Answer:
