Archives: Quiz

With a median age of 36.3 years, ________ is one of the most rapidly aging countries in the world. A. Russia B. China C. Brazil D. India E. Chile Answer: The __________ step in the product development process is critical, […]

Television advertising has recently expanded to include “mini-ads,” which are short ads lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. Given […]

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. A. Retrieval B. Financial C. Social D. Determinant E. Safety/performance Answer: The four Ps make up the marketing mix, which […]

Private-label brands are developed and managed by A. manufacturers. B. wholesalers. C. supply chain specialists. D. manufacturer’s representatives. E. retailers. Answer: Price advertisements should never A. include “puffery.” B. deceive customers to the point of doing harm. C. include the […]

The greater the discrepancy between a consumer’s __________, the greater the consumer’s need recognition will be. A. financial risk and performance risk B. search for alternatives and alternatives found C. needy state and desired state D. universal set and evoked […]

The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States. Eiger Labs was a(n) __________ in the MP3 player market. A. blockbuster B. early adopter C. pioneer D. market tester E. concept tester Answer: The […]

Briefly describe the three-stage process for engaging customers using social and mobile media. Answer: The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this A. the primacy […]

Pam didn’t go see the movie Gravity because her friends all said she wouldn’t be able to handle it. When she found out how good it was, she blamed her friends. Pam is demonstrating an internal locus of control. Answer: […]

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them. Answer: Hilton Hotels trains its front desk employees to dress neatly and conservatively to project a professional image. This relates to the […]

Fashion trends tend to experience short product life cycles. Answer: Because the goals of IMC are only part of the overall promotional plan, they do not need to be explicit or measurable. Answer: FALSE All IMC goals should be explicitly […]

It may take several exposures to marketing communications before consumers are moved to buy. Answer: TRUE A single exposure is often not enough to move someone to take action. Marketers measure the frequency of exposure for this reason. Geraldine is […]

If you had a small business and needed a sales force but did not wish to hire anyone, you could use the services of an independent agent. Answer: TRUE Independent agents are salespeople who sell a manufacturer’s products on an […]

Convenience for the customer is seldom a factor for manufacturers when choosing a retail partner. Answer: The four Ps of the marketing mix include product, promotion, planning, and place. Answer: FALSE The four Ps of the marketing mix are product, […]

After seeing advertisements for the Toyota Prius, Joel becomes interested and does some Internet research. However, after seeing the price for a new model, he decides to purchase a Ford Fusion instead. This is an example of the lagged effect. […]

A gray market employs irregular but not necessarily illegal methods of distributing products. Answer: Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage. Answer: TRUE Services play a role in almost every firm’s […]

Kellogg’s sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg’s product mix. Answer: In value cocreation, the customer participates in the creation […]

When Buffalo Bank required all customers to use its online banking services, over 20 percent of its customers closed their accounts. In this scenario, Buffalo Bank’s service fell outside customers’ zone of tolerance. Answer: TRUE The zone of tolerance is […]

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation. Answer: Determinant attributes are product or service features that are important to the buyer […]

If a U.S. clothing brand buys from overseas suppliers who manufacture clothing using child labor, this is the supplier’s problem, and the U.S. company has no reason to be concerned. Answer: FALSE Even though the children are not actually employed […]

Members of Generation Y are also called Millennials. Answer: The diffusion of innovation curve follows the following sequence: innovators, early majority, early adopters, late majority, and laggards. Answer: FALSE The diffusion of innovation curve generally follows a bell-shaped curve made […]

One of the advantages of niche media is it often allows marketers to A. reach a larger audience than mass media. B. use major events like the Super Bowl. C. focus on narrow audience segments. D. sell cooperative advertising space […]

One reason auto companies spend millions on racing cars is that they offer the opportunity to test new designs and technology under extreme conditions. Using the cars in a real-use setting provides an opportunity for _______ the product. A. pretesting […]

After defining the business mission, what should a firm do next to develop a marketing plan? A. conduct an STP analysis B. perform a situation analysis C. develop a positioning strategy D. select a target market E. implement the four […]

In a(n) _______ pricing strategy, marketers rely on the promotion of sales, during which prices are temporarily reduced to encourage purchases. A. high/low B. EDLP C. price skimming D. uniform delivered E. bait-and-switch Answer: When evaluating the attractiveness of the […]

According to the text, 14 cable companies agreed to provide low-cost Internet access to impoverished families for all of the following reasons except A. calls for greater social responsibility. B. increased income from a larger number of subscribers. C. increased […]

In a focus group, researchers usually videotape the session in order to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. […]

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the […]

It is almost impossible to watch a sporting event on television without seeing Nike’s ‘swoosh” check mark, which is Nike’s A. name. B. symbol. C. design. D. term. E. theme. Answer: When Procter & Gamble added teeth-whitening products under the […]

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in A. media advertising. B. publicity. C. public relations. D. sales promotions. E. […]

When a T-shirt manufacturer states, “We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently,” its statement reflects the views that were popular in which era of the evolution […]

Which of the following is not one of the benefits to a firm of new product development? A. reducing the costs of production B. satisfying the changing needs of current and new customers C. avoiding market saturation from products that […]

As a type of retailer, category specialists are fierce competitors using A. a broad assortment of merchandise. B. highly trained personnel throughout the stores. C. a complete assortment in a specific category at low prices. D. highly attractive loyalty programs. […]

________ must always be aligned with other elements of a retailer’s strategy in order to accurately define the value of the product and a retailer’s image. A. Mobile commerce B. Transportation C. Distribution D. Price E. Labeling Answer: There is […]

When you register your telephone number with the National Do Not Call Registry, you are responding to a need for A. privacy. B. enhanced information flow. C. lower phone bills. D. marketing contact. E. tactical communication skills. Answer: The “Milk […]

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy. A. personal selling B. mobile marketing C. advertising D. direct marketing E. public relations Answer: Most manufacturing and retailing […]

A systematic ____________ program collects customer inputs and integrates them into managerial decisions. A. quality gap analysis B. empowerment C. zone of tolerance D. standards analysis E. voice-of-customer Answer: The manufacturer of Beats by Dr. Dre headphones decides to advertise […]

When Goodwish Marketing decided to upgrade its computer network, many people were involved in the decision. In B2B buying systems, decisions are often made A. quickly. B. by a single expert. C. at auction sites. D. by a committee after […]

__________ are the three types of attribute sets. A. Universal, retrieval, and evoked B. University, relatives, and expression C. United, relations, and exploration D. Urban, random, and exchange E. Unanimity, rule, and express Answer: Why would a firm spend over […]

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) __________ to purchase additional quantities of the item. A. new buy B. modified rebuy C. adapted buy D. straight rebuy E. generic buy Answer: […]

It is the responsibility of __________ to determine the ethical approach to setting prices so consumers find value and the firm can make a profit. A. the Better Business Bureau B. federal regulators C. the American Marketing Association D. marketers […]

Tyree is concerned about a competitor’s new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor’s offerings. A. industry surveys […]

Bob and George live in the United States. Bob recently asked for George’s cell phone number, but George said he didn’t own a cell phone. George would probably be considered a(n) __________ in the diffusion of innovation process. A. innovator […]

One of the benefits of EDI is that it can reduce lead time, which is A. the time between the decision to place an order and the receipt of the merchandise. B. the time from when an RFP is announced […]

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes A. where the customer is in the buying process. B. how much time has been allocated for […]

Choose a fast-food restaurant chain that does business in your area. Describe the company’s target market, and explain how its marketing mix is designed to appeal to this target market. Answer: In China, state control of media is high, so […]

Not knowing the roles of key players in the buying process could cause a sales representative to A. bid too high a quantity. B. fail the vendor analysis. C. respond to an RFP too quickly. D. waste time and alienate […]

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive. A. advertising campaign B. plan to evaluate results C. sustainable competitive […]

Tasha was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Tasha was told this was standard […]

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy? A. customer excellence B. locational excellence C. operational excellence D. product excellence […]

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and […]