Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores
well in brand awareness studies, but recently its sales have been steadily declining.
Rather than assume the product was a “dog,” the Grape-Nuts marketing manager
decided Post should first
a. update the flavor of the cereal by making it slightly sweeter.
b. increase the amounts spent on advertising and promotion.
c. do marketing research to identify what needs were not being satisfied.
d. hire additional salespeople who were younger and more assertive to contact grocery
stores.
e. realign Grape-Nuts as a ‘star” and increase production.
Answer:
Procter & Gamble uses category managers to organize by “global business units” such
as baby care and beauty care. Cutting across country boundaries, these global business
units implement standardized worldwide pricing, marketing, and distribution strategies.
The baby care category manager would have
a. completely different duties from the brand manager.
b. profit and loss responsibility for all baby care products in the line.
c. to use persuasion as opposed to direct authority to get any goals achieved.
d. no authority over functions, except marketing, that affects baby care products.
e. no authority on U.S. baby care product sales.
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:
Which of the following statements about Groupon is most accurate?
a. In the alternative evaluation stage of the consumer purchase decision process for
Groupon, many Groupon customers focus on place or distribution as the most important
evaluative criterion.
b. In the problem recognition stage of the consumer purchase decision process for
Groupon, a need may be triggered by a Groupon “deal of the day” e-mail to present
potential customers with an opportunity to do (buy) something they may not ordinarily
do.
c. The typical Groupon user is a 35- to 44-year old male with an average income of
about $25,000 who is looking for a great deal.
d. The Groupon purchase decision is made online and then confirmed by a telephone
call when enough consumers agree to the offer and the “deal tips.”
e. Generally, Groupon consumers rarely follow the purchase decision process like they
do for other consumer offerings because many of them do not have tablet devices.
Answer:
Which of the following statements about the American blended family is most
accurate?
a. The blended family is too small to warrant the development of a marketing program
by a firm to reach its members with a product or service.
b. The rise in the divorce rate among baby busters is called a “gray divorce” because
their divorce rate now exceeds 50 percent.
c. The majority of divorced people never remarry; instead, they choose to cohabitate.
d. Firms like Hallmark Cards have developed greeting cards with sentiments
specifically created for stepparents, stepchildren, and stepsiblings.
e. The percentage of divorced couples has increased from 15 percent in 1960 to 60
percent today.
Answer:
One of the advantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. has a perishable message.
c. has an unlimited amount of advertising time available.
d. allows ads to be placed quickly.
e. is relatively simple to convey complex messages.
Answer:
The communication capabilities of Internet-enabled technologies take three forms: (1)
marketer-to-consumer e-mail notification; (2) __________; and (3)
consumer-to-consumer chat rooms, instant messaging, and social networking websites.
a. online colonies
b. government-to-marketer Do Not Spam monitoring
c. Web-to-Web customer exchanges
d. phishing and spamming whistleblowing
e. consumer-to-marketer buying and service requests
Answer:
Management experts warn against the tendency to excessively analyze a problem
instead of taking action. This problem is referred to as __________.
a. second-guessing
b. paralysis by analysis
c. better to ask for forgiveness than permission
d. stay with the pack
e. letting sleeping dogs lie
Answer:
There are five stages in the consumer purchase decision process. The second stage is
__________.
a. information search
b. purchase decision
c. alternative evaluation
d. postpurchase behavior
e. problem recognition
Answer:
Reminding buyers of the product’s existence is the promotional objective during which
stage of the product life cycle?
a. introduction
b. growth
c. maturity
d. accelerated development
e. early growth
Answer:
A channel of communication refers to
a. the selection of either paid or non-paid forms of information dissemination.
b. a similar understanding and knowledge that a sender and receiver apply to a message.
c. an open-ended dialogue between the marketing department and the firm responsible
for developing the IMC program.
d. a social network”based forum that allows customers to communicate their likes,
dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
e. the means (salesperson, advertising media, or public relations tools) of conveying a
message to a receiver during the communication process.
Answer:
If competitive market circumstances are such that there is almost no price competition,
no product differentiation, and the only advertising informs prospects that the product is
available, then the competitive market in this industry must be __________.
a. a pure monopoly
b. pure competition
c. an oligopoly
d. monopolistic competition
e. monopolistic oligopoly
Answer:
Customers can build their own bicycle at SevenCycles.com by answering a few
questions and choosing from a menu of product attributes, prices, and delivery options.
The design of a precise bicycle is made possible through the use of a __________.
a. wiki
b. cookie
c. RSS feed
d. choiceboard
e. collaborative filter
Answer:
Discounting a product when the product does not sell at the original price is referred to
as __________.
a. inverse markup
b. markdown
c. price sensitivity
d. concession pricing
e. rebate
Answer:
Figure 1.
In Figure 1. above, column “C” represents which type of competitive market?
a. pure monopoly
b. oligopoly
c. monopolistic competition
d. pure competition
e. monopolistic oligopoly
Answer:
An indicator of how effectively retail space is used to generate revenue is called
__________.
a. sales per square foot
b. return in investment
c. percentage of markup
d. gross profit
e. same-store sales growth
Answer:
A sudden drop in the average consumer income would be an example of which
environmental force?
a. economic
b. competitive
c. technological
d. social
e. regulatory
Answer:
In marketing channels for business products, an intermediary that performs a variety of
marketing channel functions including selling, stocking, delivering a full product
assortment, and financing is referred to as a(n) ___________.
a. agent
b. industrial distributor
c. wholesaler
d. retailer
e. channel captain
Answer:
At which stage in the product life cycle are discounts and coupons offered to both
consumers and intermediaries to maintain loyal buyers?
a. introduction
b. growth
c. incubation
d. maturity
e. decline
Answer:
Airlines feature load factor as a capacity management measure on their marketing
dashboards, along with two other measures; namely the operating expense per available
seat flown one mile and __________, which is the revenue generated by each seat
flown one mile.
a. profit per passenger
b. average price per passenger
c. internal ROI
d. unit variable sales
e. yield
Answer:
There are five alternative marketing strategies that can be identified by market-product
grids: market-product concentration, market specialization, product specialization,
selective specialization, and __________.
a. full coverage
b. diversification
c. market development
d. selective marketing
e. new product specialization
Answer:
Salespeople called outside order takers visit customers and __________ of resellers.
a. solve most of the technical problems
b. represent products with many purchase options
c. help design the product displays
d. train the personnel management
e. replenish inventory stocks
Answer:
Scanning your memory for previous experiences with products or brands occurs during
which stage of the consumer purchase decision process?
a. information search
b. purchase decision
c. alternative evaluation
d. postpurchase behavior
e. problem recognition
Answer:
Some manufacturers have tried to use the brand loyalty of their consumers to force
retailers to carry manufacturers’ products and none from their competitors. These
manufacturers were trying to force retailers to participate in a practice known as a(n)
a. resale restriction.
b. vertical integration.
c. exclusive dealing.
d. refusal to deal.
e. tying arrangement.
Answer:
Products such as disposable diapers usually have
a. elastic demand.
b. null elasticity.
c. unitary demand.
d. inelastic supply.
e. inelastic demand.
Answer:
Which of the following is considered a durable good?
a. silverware
b. caviar
c. marketing research
d. chewing gum
e. voting
Answer:
A small Canadian winery located in British Columbia has developed a superior tasting
wine. It has no overseas contacts but wants to get its wine on the shelves in selected
Asian and European markets where growth has been substantial in the last two years.
What type of exporting option would best suit this company?
a. direct exporting
b. licensing
c. indirect exporting
d. joint venture
e. cooperative partnership
Answer:
In the seventh stage of the Dewmocracy 2 campaign, three flavors were introduced in
stores so consumers could vote for their favorite. The winner, which was then added to
Mountain Dew’s product line, was __________.
a. Supernova
b. Typhoon
c. Distortion
d. White Out
e. Voltage
Answer:
Consumer advocates believe the practice of downsizing by consumer products firms has
resulted in __________.
a. lower product prices for consumers because of lower labor, raw material, and
packaging costs
b. a greener environment due to the reduction in the amount of packaging, thereby
reducing the amount of waste disposed in landfills
c. fewer product choices for consumers that led to riding prices
d. keeping prices from rising in response to the psychological barriers consumers have
developed for downsized products
e. a subtle, deceptive, yet legal practice of increasing the price
Answer:
Some studies show that __________ are superior to other advertising strategies.
a. flighting schedules
b. continuous schedules
c. opportunistic schedules
d. pulsing schedules
e. intermittent schedules
Answer: