Archives: Quiz

Which of the two types of appeals does each of these ads represent? (a) “Be all you can be in the Army.” (b) “Enlist in the Army today for $20,000 in educational support.” Answer: The concept of __________ refers to […]

Before the development of computer-assisted design software, many firms handcrafted __________, wooden or clay models that served as rough physical representations of a new product. A. premarket tests B. blockbusters C. prototypes D. storyboards E. designer models Answer: Which of […]

Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in A. rural areas. B. smaller states. C. New York, Los Angeles, and Chicago. D. coastal resort areas. E. Great Lakes agricultural areas. Answer: Because advertising […]

A(n) __________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area. A. intensive B. widespread C. selective D. collective E. variable Answer: When marketers use a variety of communication disciplinesadvertising, personal […]

Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep […]

During the ___________ stage of the product life cycle, firms either position themselves for a niche market of loyal consumers or they exit the market. A. introduction B. leveling C. maturity D. growth E. decline Answer: How does a retail […]

When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over 12 hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. […]

Leona is the logistics manager for the Barnes & Noble bookstore chain. She is weighing the many benefits of the company’s JIT system but will need to consider that just-in-time inventory management systems increase _______ costs. A. sales force labor […]

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers’ __________ needs. A. functional and social B. postpurchase and prepurchase C. safety and situational D. psychological and physiological E. functional and psychological […]

Anupam’s company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? A. control […]

A marketing professor in Ithaca, New York, maintains a museum of failed consumer products. Most new products in this museum failed during the __________ stage of new product development, when they are introduced to a limited geographic area. A. pretesting […]

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on A. postpurchase dissonance. B. the outcome of the alternative evaluation process. C. the degree of perceived risk associated with the […]

Andy likes gourmet popcorn and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn’t care about brands. For Andy, popcorn is a(n) __________ good while for Joanne it is a(n) __________ good. A. […]

Good salespeople know the types of reservations buyers are likely to raise. Answer: A television ad showing a crowd holding candles and singing “I’d like to teach the world to sing,” followed by the words “Happy Holidays from your Coca-Cola […]

Another name for physiological risk is safety risk. Answer: Most B2B buying situations can be categorized into three categories: new buys, structured rebuys, and automatic rebuys. Answer: FALSE Most B2B buying situations are categorized as either new buys, modified rebuys, […]

Most Americans tend to take access to global products and services for granted. Answer: TRUE Americans are accustomed to easily obtaining products and services from both domestic and foreign producers. Ethos Water donates 2 percent of its profits to children […]

New product development adds value to a firm’s products and services through innovation. Answer: Procedural fairness pertains to a customer’s perception of the benefits received compared to the costs of the inconvenience or loss. Answer: FALSE This is a definition […]

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: Isaac is looking for ways to offer new goods […]

Inflation refers to the cost of borrowing money. Answer: FALSE Inflation refers to the persistent increase in the prices of goods and services. Culture can broadly be defined as the shared meanings, beliefs, morals, values, and customs of a group […]

Marketing research should be used only to produce favorable recommendations for senior management to consider. Answer: FALSE This is not at all the case; in fact, if there is reason to believe that senior management will listen only to results […]

The four Ps of the marketing mix include product, promotion, planning, and place. Answer: FALSE The four Ps of the marketing mix are product, price, promotion, and place. In training service providers, service quality goals should be general to allow […]

Nike sells shoes, clothing, and athletic gear. These represent the breadth of Nike’s products. Answer: There are ethical dilemmas associated with providing customers with personalized offers based on their browsing or purchasing habits. Answer: TRUE Many believe consumers’ privacy rights […]

Mott’s applesauce promotes itself as a low-fat alternative to cooking oil for baked goods. Mott’s is __________. A. finding new users through a product modification strategy B. increasing use by existing customers through a product modification strategy C. modifying the […]

Market segments refer to A. the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. B. all buyers of a product or service who have previously purchased a particular firm’s products or services and who intend […]

Which of the following pricing techniques results in the manufacturers deliberately adjusting the composition and features of a product to achieve the desired price for consumers? A. cost-plus percentage-of-cost pricing B. standard markup pricing C. cost-plus fixed-fee pricing D. experience […]

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are located in which quadrant of the BCG […]

Figure 2-3b According to Figure 2-3b above, which of the following SBUs is currently exceeding its YTD (Year to Date) revenue target? A. Peripherals B. Hardware C. Circuitry D. Software E. Grand Total Answer: To be successful, odd-even pricing depends […]

Which of these promotional elements has the highest cost-per-contact or exposure? A. advertising B. personal selling C. sales promotion D. publicity E. public service announcements Answer: Organizational buyers can be divided into three different markets, which are A. industrial, wholesaler, […]

About __________ of U.S. online shoppers engage in showrooming. A. 10% B. 25% C. 33% D. 40% E. 50% Answer: Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. […]

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n) A. dichotomous question. B. open-ended question. C. attitudinal question. D. closed-end question. […]

Conflict that occurs between two different levels in a marketing channel is referred to as A. lateral conflict. B. horizontal conflict. C. vertical conflict. D. distributor conflict. E. contractual conflict. Answer: Evergreen Air Center is the world’s biggest parking lot […]

A reference group to which a person actually belongs is referred to as a(n) __________ group. A. primary B. associative C. aspiration D. dissociative E. integrated Answer: The Dial Soap ad with the tag line, “Aren’t you glad you use […]

Known for its popular line of construction toys for boys, LEGOS introduced a product line for young girls called LEGO Friends. This is an example of which market modification strategy? A. finding new users B. creating new use situations C. […]

An ad campaign by Suave shampoo asked television viewers to identify the heads of hair of women who used Suave shampoo and conditioner and those that used the much more expensive salon hair-care products. The idea of the ad was […]

Culture is a component of what type of environmental force that must be scanned to assess its impact on the organization’s marketing environment? A. regulatory B. technological C. competitive D. economic E. social Answer: Selective exposure is most likely to […]

A global marketer selling consumer products and services must also consider what the average per capita or __________ is among a country’s consumers and how the income is distributed to determine a nation’s purchasing power. A. buying capacity B. currency […]

Which of the following statements regarding segmentation bases is most accurate? A. The identification of demographic variables is more objective than the identification of psychographic variables, which is more subjective. B. Marketers should use segmentation bases in this order to […]

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT: A. infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time. B. […]

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the customer’s front porch. A. place B. product C. price D. promotion E. procurement Answer: Five general product and service categories dominate online […]

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the __________ website design element. A. convenience B. connection C. control D. community […]

Harry goes to the local Staples store to purchase a laptop computer. He asks many questions to the salesclerk, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase […]

International Products, a Burlington, New Jersey, firm that sells industrial cleansers and lubricants, wanted to sell its product to factories, hospitals, and labs in China, but it did not have the necessary expertise. As a result, International Products hired Asia […]

The type of analysis that compares the differences between consumers’ expectations about a service and their experience with it based on dimensions of service quality is referred to as A. customer relationship management. B. service encounter differential. C. gap analysis. […]

Many retailers advocate a(n) __________ strategy, a pricing strategy that may not offer the lowest prices but does try to create value for customers through its service and the total buying experience. A. customer loyalty B. emphasize-value C. everyday low […]

The Economic Espionage Act A. allows the World Court in The Hague to adjudicate trade disputes on behalf of United Nations’ members and requires the home country to impose any penalties. B. imposes a personal fine on a convicted U.S. […]

The study of similarities and differences among consumers in two or more nations or societies is referred to as __________. A. market synthesis B. cross-cultural analysis C. international sociographics D. transnational anthropology E. multicultural ethnocentrism Answer: Brand licensing refers to […]

The sales manager told the salesperson, “Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter.” The sales manager voiced a(n) __________ sales objective. A. output-related B. input-related C. […]

A __________ is a need that is shaped by a person’s knowledge, culture, and personality. A. desire B. feeling C. utility D. want E. craving Answer: The key to all scheduling techniques is to A. avoid scheduling tasks that can […]

What is the term for households in which people only watch TV through a broadband connection? A. wasted coverage B. zero TV C. wireless TV D. multimedia TV E. media divergence Answer: The billboards that Sony uses to advertise its […]

Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner. A. LinkedIn […]