A consumer’s purchases are often influenced by the views, opinions, or behaviors of
others. Two aspects of personal influence that are important to marketing are
__________ and word-of-mouth activity.
A. parental guidance
B. peer pressure
C. opinion leadership
D. government regulation
E. psychographics
Answer:
In marketing research, the term sampling refers to
A. testing the effectiveness of a marketing alternative in a supervised setting.
B. the collection of various secondary data through electronic or mechanical means.
C. allowing a subject to experience first-hand a new or updated product or service.
D. selecting representative elements from a population and treating their answers as
typical of all those in whom they are interested.
E. testing members from all ages, both genders, and different levels of income and
education to guarantee reliable information.
Answer:
Four pricing practices are closely scrutinized because of potential unethical or illegal
actions. They include: (1) price fixing; (2) price discrimination; (3) deceptive pricing;
and (4) __________.
A. predatory pricing
B. price discounting
C. lateral price fixing
D. regional rollbacks
E. delayed payment penalties
Answer:
Which method of classifying retail outlets would be most appropriate for describing
franchise operations?
A. form of ownership
B. level of service
C. merchandise line
D. method of operation
E. revenues generated
Answer:
One of the advantages associated with radio as an advertising medium is that it
A. can target specific audiences.
B. has a long exposure time.
C. has a perishable message.
D. has an unlimited amount of advertising time available.
E. is relatively simple to convey complex messages.
Answer:
Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy
symptoms. She immediately went to the store to purchase the product. In terms of the
communication process, the Claritin ad created a(n) __________.
A. stimulus
B. exposure
C. field of experience
D. subconscious impulse
E. response
Answer:
The final stage in the personal selling process is referred to as __________.
A. presentation
B. assumptive close
C. trial close
D. urgency close
E. follow-up
Answer:
Figure 5-6A
Which type of auction does Figure 5-6A above represent?
A. reverse auction
B. horizontal auction
C. vertical auction
D. diagonal auction
E. traditional auction
Answer:
A supply partnership exists when a buyer and its supplier adopt mutually beneficial
objectives, policies, and procedures for the purpose of
A. putting competitors of both buyers and sellers out of business.
B. lowering costs and increasing profits for the supplier.
C. lowering costs or increasing value of products or services to the ultimate consumer.
D. creating a single channel of distribution.
E. creating an exclusionary relationship from all other buyers and sellers.
Answer:
The three guidelines on marketing and promoting a brand using YouTube include: (1)
exploit visual aspects of your message, perhaps sacrificing product messages to tell a
more entertaining story; (2) __________; and (3) target viewers by using YouTube’s
insights and analytics research to reveal the number of views, where they originate
within YouTube, and what key words are driving user visits.
A. use an expert to inform the audience about product features and benefits
B. create a channel rich in key words to improve the odds of the video showing up in
user searches
C. tie the product to a current political or news event
D. include humorous content to attract as many viewers as possible
E. limit the video to one minute or less, the same as a TV or radio ad time limit
Answer:
Ideally, before a new product or service is developed, a firm should have a precise
protocol, which is a statement that identifies: (1) __________; (2) specific customers’
needs, wants, and preferences; and (3) what the product or service will be and do to
satisfy consumers.
A. a clear plan for product distribution
B. an analysis of potential competitors’ products
C. a precise budget of how much can be spent for the marketing program
D. a well-defined target market
E. clear financial goals and expectations
Answer:
A __________ contains specific goals assigned to a salesperson, sales team, branch
sales office, or sales district for a stated time period.
A. sales call report
B. selling expense report
C. sales quota
D. sales audit report
E. salesforce plan
Answer:
Figure 12-1
A variety of terms are used for marketing intermediaries. According to Figure 12-1
above, B represents a(n) __________.
A. retailer
B. middleman
C. wholesaler
D. distributor
E. agent or broker
Answer:
Researchers for Frito-Lay discovered that matte beige bags of potato chips picturing
potatoes and other healthy ingredients in the snack do not trigger activity in the anterior
cingulate cortex, an area of the brain associated with feelings of guilt, as much as shiny
bags with pictures of chips. Frito-Lay then switched out of shiny packaging in the
United States shortly thereafter. This is an example of using
A. extrapolation.
B. supposition.
C. implication.
D. neuromarketing.
E. conjecture.
Answer:
In behavioral learning, a __________ is the action taken by a consumer to satisfy a
drive.
A. cue
B. demotivator
C. motivator
D. response
E. stimulus
Answer:
The horizontal axis of a demand curve graph represents __________.
A. market growth rate
B. relative market share
C. price per unit
D. potential profit in dollars
E. quantity demanded
Answer:
Which of the following examples demonstrates how electronic commerce creates
customer value through form utility?
A. Recreational Equipment, an outdoor gear marketer, receives 35% of its orders
between the hours of 10:00 p.m. and 7:00 a.m. when its retail stores are closed.
B. Forty five percent of sales at Amazon.com are from buyers who live outside the U.S.
C. Travelocity.com provides almost immediate access to and confirmation of travel
arrangements and accommodations.
D. Bluefly.com, an apparel company, encourages customers to create their own
uniquely designed shirts.
E. Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.
Answer:
A recent Verizon “Share Everything” ad that describes a smartphone plan with
unlimited talk and text service. The ad informs its target market about what the service
is and what it can do, making it an example of a(n) __________ advertisement.
A. reminder product
B. reminder institutional
C. competitive product
D. informational institutional
E. pioneering product
Answer:
Values refer to
A. personally or socially held core beliefs that are consistent within a given culture.
B. the beliefs that dictate a person’s behavior, which are often derived from a religious
code of conduct.
C. personally or socially preferable modes of conduct or states of existence that tend to
persist over time.
D. the innate sense of what a person considers to be right or wrong in terms of his or
her own conduct when dealing with others.
E. those personality traits regarding honesty and integrity that have been passed down
from generation to generation.
Answer:
The United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold
mine of donor data. Unfortunately, UWGT was not certain how to use that information
to its greatest advantage. UWGT could blanket past donors with generic mailings, but it
could not offer donors information that would convince them to donate to UWGT over
other charities. Which of the following tools would be most useful for the nonprofit
organization to use?
A. a flexible marketing system
B. a database warehouse
C. a customer relationship management plan
D. a competitive intelligence framework
E. a customer-oriented marketing program
Answer:
In terms of the global marketplace, there are three primary types of companies:
international firms, __________ firms, and transnational firms.
A. large-scale
B. conglomerate
C. intercontinental
D. cosmopolitan
E. multinational
Answer:
A law that codified the ethics of exchange between buyers and sellers, including the
rights to safety, to be informed, to choose, and to be heard, is referred to as the
A. Lanham Act.
B. Fair Practices Act.
C. Caveat Emptor Decree.
D. Consumer Bill of Rights.
E. Customer Consent Decree.
Answer:
Solarcom is a 30-year-old information technology company that owns several
subsidiaries. One of its subsidiaries is Atlantix Global Systems, which is one of the
leading wholesalers for refurbished computer equipment that has a large share of an
industry that is growing worldwide. According to the BCG business portfolio analysis
framework, Atlantix Global would most likely be classified as a __________.
A. dog
B. cash cow
C. question mark
D. hedgehog
E. star
Answer:
All of the following are names the BCG has given to describe the four quadrants in its
growth-share matrix EXCEPT:
A. dogs.
B. stars.
C. question marks.
D. cash cows.
E. hedgehogs.
Answer:
There are five common approaches to posttests: __________, unaided recall, attitude
tests, inquiry tests, and sales tests.
A. aided recall
B. jury tests
C. tracking tests
D. performance tests
E. comparison tests
Answer:
Figure 11-6
Suppose you are the owner of a picture frame store. Let’s assume that the average price
customers are willing to pay for each picture frame is $120. Also, suppose your fixed
costs (FC) total $32,000 (real estate taxes, interest on a bank loan, etc.) and unit
variable cost (UVC) for a picture frame is $40 (labor, glass, frame, and matting). Figure
11-6 above shows that by selling 200 pictures, your picture frame store will
A. break even.
B. earn a profit.
C. incur a loss.
D. have no fixed costs.
E. have no variable costs.
Answer:
Dove Promises Chocolate Ad
What type of product advertisement is the Dove Promises Chocolate ad above?
A. pioneering
B. reminder
C. reinforcement
D. comparative
E. competitive
Answer:
Plastics Net, Hospital Network.com, Textile Web, and eBay Business are all examples
of
A. Webfront operations.
B. clicks-and-mortar stores.
C. e-marketplaces.
D. integrated markets.
E. iMarkets.
Answer:
In which stage of the product life cycle do marginal competitors begin to leave the
market?
A. introduction
B. growth
C. decline
D. maturity
E. harvest
Answer:
After Michael Drysch made his phenomenal hook shot in the “Carmex and
LeBronJames.com Half-Court Hero” promotion, the footage went viral on all of the
following EXCEPT:
A. YouTube
B. Facebook
C. Twitter
D. Pinterest
E. ESPN.com
Answer: