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The North American Industry Classification System (NAICS) designates industries with
a numerical code in a defined structure. A six-digit coding system is used. The fourth
digit designates a(n)
A. industry subsector.
B. industry group.
C. specific industry.
D. individual country-level national industry.
E. sector of the economy.
Answer:
A reference group that a person wishes to be a member of or wishes to be identified
with is referred to as a(n) __________ group.
A. preference
B. associative
C. aspiration
D. assimilation
E. integrated
Answer:
Impressions of the corporation that operates the store, the category or type of store, the
product categories in the store, the brands in each category, merchandise and service
quality, and the marketing activities of the store all contribute to the store's
A. prices.
B. image.
C. emotional feelings.
D. name.
E. psychological attributes.
Answer:
Which of the following manages the largest database that can respond to queries in
facts, photos, and direct answers?
A. Wikipedia
B. Twitter
C. Facebook
D. Bing
E. Google
Answer:
A recent study of business executives reported that __________ had witnessed ethically
troubling behavior.
A. 7%
B. 18%
C. 25%
D. 45%
E. 62%
Answer:
Which of the following is an inherent weakness of direct marketing?
A. it is a low cost means of reaching the target market
B. its messages may differ between direct mailings, confusing the target market
C. it is expensive and time consuming to develop and maintain a database
D. it is difficult to get media cooperation
E. it can lead to promotion wars
Answer:
The use of coupons is a frequently used marketing tactic for which form of
competition?
A. pure competition
B. cross-market competition
C. an oligopoly
D. a monopoly
E. monopolistic competition
Answer:
Figure 17-3
Sales management consists of three interrelated functions: (1) __________; (2) sales
plan implementation; and (3) salesforce evaluation.
A. salesforce compensation
B. sales plan formulation
C. salesforce communication
D. salesforce size determination
E. salesforce training
Answer:
When developing the advertising program, specifying __________ helps advertisers
with other choices in the process such as selecting media and evaluating a campaign.
A. product or service features
B. time constraints
C. pricing constraints
D. target audiences
E. advertising objectives
Answer:
With a proper environmental scan, changes in the demographic characteristics of the
population and its values can have a dramatic impact on __________.
A. the marketing concept era
B. marketing tactics
C. market share
D. marketing metrics
E. marketing strategy
Answer:
Mark manages a small family-owned amusement park. He believes the park can
increase its profits if its owners will buy three food concession trailers. Mark has
contacted three dealers of such trailers, which come fully customized to user
specifications. After receiving three bids, Mark concluded that Century Industries has
the best offer. He will present only the Century Industries information to the family
tomorrow. What buying center roles does Mark perform?
A. gatekeeper and buyer
B. decider and user
C. buyer and decider
D. influencer and buyer
E. influencer, gatekeeper, and decider
Answer:
Figure 11-6
Assuming there is no change in a product's price or the quantity demanded, if a business
owner wants to increase her advertising expenses to a by $500 monthly, this would
cause total costs to __________ and the break-even quantity to __________.
A. decrease; stay the same
B. increase; increase
C. decrease; increase
D. stay the same; increase
E. increase; decrease
Answer:
All of the following statements are true about newspapers EXCEPT:
A. local retailers often use newspapers as their sole advertising medium.
B. newspapers are generally limited to ads that call for an immediate customer
response.
C. national advertising campaigns rarely include this medium except in conjunction
with local distributors of their products.
D. a long lead-time is needed to place an ad in a local newspaper.
E. newspapers have excellent GRPs potential locally.
Answer:
Which of the following statements regarding organizational culture is most accurate?
A. Organizational culture exists only at the corporate level of an organization.
B. Organizational culture involves communicating and connecting with all of the firm's
stakeholders.
C. Organizational culture is best used only at the functional level for the most effective
results.
D. Organizational culture cannot be learned or taught.
E. Organizational culture is a statement of the organization's function in society.
Answer:
Studies indicate that comparative ads attract more attention and increase the perceived
quality of the advertiser's brand although their impact may vary by product type,
message content, and audience __________.
A. gender
B. education
C. income
D. ethnicity
E. occupation
Answer:
An example of a smart system is(are)
A. social networking sites at colleges and universities.
B. a location-based app downloaded to a GPS-enabled smartphone.
C. global marketing strategies that leverage advertising assets to multiple countries.
D. real world systems.
E. online retailers.
Answer:
Having a product or service where consumers want it is __________ utility.
A. form
B. place
C. time
D. possession
E. location
Answer:
A global market-entry strategy in which a company produces goods in one country and
sells them in another country is referred to as __________.
A. exporting
B. direct investment
C. countertrade
D. licensing
E. multinational marketing
Answer:
Advertising refers to
A. any non-paid form of nonpersonal communication about an organization, product,
service, or idea by an identified sponsor.
B. any paid form of personal communication about an organization, product, service, or
idea by an identified sponsor.
C. any nonpaid form of personal communication about an organization, product,
service, or idea by an unidentified sponsor.
D. any paid form of nonpersonal communication about an organization, product,
service, or idea by an identified sponsor.
E. any paid form of nonpersonal communication about an organization, product,
service, or idea by an unidentified sponsor.
Answer:
Mars, America's second-largest candy company, began doing business in Russia in the
late 1980s. The Snickers bar is one of the top selling candies in Russia and is marketed
in much the same way as it is in the United States. What type of global company is
Mars?
A. an international firm
B. a multidomestic firm
C. a transnational firm
D. a meganational firm
E. a multinational firm
Answer:
"Which brand of smartphone does my roommate own?" would be a question asked
during the __________ stage in the consumer purchase decision process.
A. problem recognition
B. alternative evaluation
C. information search
D. purchase decision
E. comparison
Answer:
Marketing executives must translate estimates of customer demand into estimates of
A. personnel.
B. advertising expenditures.
C. ancillary product support.
D. revenues the firm expects to receive.
E. supply.
Answer:
Office Depot has leveraged its store, website, and catalog channels with impressive
results. The promotion of all three information and delivery channels indicates that
Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.
A. cross-functional
B. interlocking marketing
C. multichannel marketing
D. dual distribution
E. market penetration
Answer:
Figure 18-1
The revenues from online shopping
A. did not begin to show promise until 2011 when online security measures improved.
B. stabilized in 2012 when Internet penetration reached 98 percent of all U.S.
households.
C. grew rapidly during 2003-2005 and then declined sharply when the "dot.com
bubble" burst in 2006.
D. has grown year after year and is expected to continue to increase over the next few
years.
E. grew slowly and then plummeted when Congress passed a new online state sales tax
collection law in 2013.
Answer:
The four types of discounts are
A. quantity, trade-in, promotional, and cash.
B. quantity, seasonal, trade (functional), and cash.
C. quantity, seasonal, promotional, and FOB.
D. cash, trade-in, seasonal, and promotional.
E. trade-in, promotional, geographic, and functional.
Answer:
During the __________ stage of the product life cycle, product proliferation occurs as a
results of each company's efforts to differentiate its product from competitors'.
A. introduction
B. growth
C. maturity
D. decline
E. harvest
Answer:
Which of the following is the best example of a convenience product?
A. Kindle Fire
B. Lexus LS 460 luxury automobile
C. flight on United Airlines
D. Roget's Thesaurus
E. Hidden Valley Ranch salad dressing
Answer:
A buy class situation affects buying center tendencies in different ways. If there are two
or three people involved, the time required for a decision is moderate, and only present
suppliers are considered, the buy class situation is most likely a
A. new buy.
B. straight rebuy.
C. modified rebuy.
D. conditional rebuy.
E. standard reorder.
Answer:
Figure 2-5
Quadrant B in Figure 2-5 above represents the marketing strategy of __________.
A. market penetration
B. product penetration
C. market development
D. product development
E. diversification
Answer:
There are five stages in the consumer purchase decision process. The first stage is
__________.
A. information search
B. purchase decision
C. alternative evaluation
D. opportunity identification
E. problem recognition
Answer:
Figure 17-2
The sales process at Xerox typically follows the six stages of the personal selling
process. During the fifth stage, the salesperson engages in __________ (gets a signed
document or a firm confirmation of the sale).
A. a soft close
B. a interrogative close
C. an urgency close
D. an action close
E. a conditional close
Answer:
The purpose of a reminder advertisement is to
A. promote a specific brand's features and benefits.
B. tell people what a product is, what it can do, and where it can be found.
C. state the position of a company on an issue.
D. reinforce previous knowledge of a product.
E. promote the advantages of one product class over another.
Answer:
