Archives: Quiz
978-1259924040 Test Bank Chapter 22 Part 1
Marketing, 14e (Kerin) Chapter 22: Pulling It All Together: The Strategic Marketing Process 1) To overcome the problem that occurs during product development when consumers say one thing in a market research study and do another when facing a supermarket […]
978-1259924040 Test Bank Chapter 21 Part 7
217) Pizza Hut’s program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use […]
978-1259924040 Test Bank Chapter 21 Part 6
195) Which of the following is not a motivation for webrooming? A) obtaining a lower price B) gaining immediate possession of a product C) finding a larger selection D) avoiding shipping costs E) expecting easier returns Answer: C Explanation: Cross-channel […]
978-1259924040 Test Bank Chapter 21 Part 5
156) People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year’s supply of the shampoo. The promotion generated 2 million […]
978-1259924040 Test Bank Chapter 21 Part 4
116) Electronic shopping agents that search websites to compare prices and product or service features are referred to as A) cookies. B) weblinks. C) intranets. D) extranets. E) bots. Answer: E Explanation: Key term definition—bots. Difficulty: 1 Easy Topic: Electronic […]
978-1259924040 Test Bank Chapter 21 Part 3
78) Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the ________ website design element. A) convenience […]
978-1259924040 Test Bank Chapter 21 Part 2
40) When you buy an e-book at Amazon.com, it uses ________ to recommend an e-book by a similar author within the same genre. A) choiceboards B) connectivity C) collaborative filtering D) adaptive selling E) personalization Answer: C Explanation: Collaborative filtering […]
978-1259924040 Test Bank Chapter 21 Part 1
Marketing, 14e (Kerin) Chapter 21: Implementing Interactive and Multichannel Marketing 1) Seven Cycles’ tagline, “One Bike. Yours.” reflects the company’s A) reputation for customized detailing of the finest motorcycles in competitive racing. B) commitment to incorporating individual customer input for […]
978-1259924040 Test Bank Chapter 20 Part 9
298) The sales process at Xerox typically follows the six stages of the personal selling process. During the fifth stage, the salesperson engages in a(n)________ (gets a signed document or a firm confirmation of the sale). A) soft close B) […]
978-1259924040 Test Bank Chapter 20 Part 8
274) All of the following are output-related measures used in quantitative assessments of sales performance except which? A) new accounts generated B) dollar or unit sales volume C) sales of specific products D) selling expense related to sales made E) […]
978-1259924040 Test Bank Chapter 20 Part 7
235) Consider Figure 20-7 above, which is an account management policy grid that groups customers according to the level of opportunity and the firm’s competitive sales position. Box C represents which account management policy? A) accounts that the firm should […]
978-1259924040 Test Bank Chapter 20 Part 6
200) The sales manager instructed the salesperson to ” make at least 500 customer contacts between January 1 and July 1.” The sales manager voiced a(n)________ sales objective. A) output-related B) input-related C) behaviorally related D) comprehensive-related E) market-related Answer: […]
978-1259924040 Test Bank Chapter 20 Part 5
161) In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as A) rationalizations. B) equivocations. C) refusals. D) objections. E) qualifications. Answer: D Explanation: Key term definition—objections. Difficulty: 1 […]
978-1259924040 Test Bank Chapter 20 Part 4
121) In the ________ stage of the personal selling process, the cultural setting is very important for international sales. A) presentation B) prospecting C) preapproach D) approach E) close Answer: D Explanation: The approach stage is very important in different […]
978-1259924040 Test Bank Chapter 20 Part 3
81) Sales activities occurring before, during, and after the sale itself, and which consist of six stages, are referred to as A) the new-product process. B) the strategic marketing process. C) the personal selling process. D) the consumer purchase decision […]
978-1259924040 Test Bank Chapter 20 Part 2
41) Salespeople called ________ typically answer simple questions, take orders, and complete transactions with customers. A) managers B) inside order takers C) directors D) outside order takers E) functional salespeople Answer: B Explanation: Key term definition—inside order takers. Difficulty: 1 […]
978-1259924040 Test Bank Chapter 20 Part 1
Marketing, 14e (Kerin) Chapter 20: Personal Selling and Sales Management 1) According to Lindsey Smith of GE Healthcare, all of the following are necessary for a successful sales career except which? A) motivation B) artistry C) team orientation D) integrity […]
978-1259924040 Test Bank Chapter 19 Part 5
140) ________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device. A) Mobile marketing B) an increased emphasis on mobile marketing C) QR coding D) Digital promotion E) RFD […]
978-1259924040 Test Bank Chapter 19 Part 4
114) In terms of performance measures important to marketing managers, unique visitors are A) the total number of pages fans visit on any of a brand’s social media sites in a given time period. B) the total number of Facebook […]
978-1259924040 Test Bank Chapter 19 Part 3
79) All of the following statements about YouTube are true except which? A) YouTube is owned by Google. B) Every minute 300 hours of video are uploaded to the site. C) Many companies now offer video content through organized channels. […]
978-1259924040 Test Bank Chapter 19 Part 2
Figure 19-1 41) One dimension, ________, is used to classify social media and is shown above in Figure 19- 1 on the x-axis, ranging from “words” to “animation.” A) user-generated content B) technical skill C) self-disclosure D) media richness E) […]
978-1259924040 Test Bank Chapter 19 Part 1
Marketing, 14e (Kerin) Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers 1) Although marketers use the term “mobile” to refer to the portability of phones, the term will soon take on new meaning as ________ make […]
978-1259924040 Test Bank Chapter 18 Part 9
312) Much of Google’s success is based on the 10 guidelines of its corporate philosophy. Guideline 9 states, “You can be serious without A) having an attitude.” B) a PhD.” C) an MBA.” D) a suit.” E) losing your sense […]
978-1259924040 Test Bank Chapter 18 Part 8
277) A discount on each case ordered during a specific period of time is referred to as a A) functional allowance. B) merchandise allowance. C) case allowance. D) finance allowance. E) manufacturer’s inducement. Answer: C Explanation: Key term definition—case allowance. […]
978-1259924040 Test Bank Chapter 18 Part 7
237) When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a A) deal. B) rebate. C) coupon. D) sample. E) premium. Answer: E Explanation: A premium is a sales promotion that […]
978-1259924040 Test Bank Chapter 18 Part 6
199) A full-service advertising agency is A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design. B) an […]
978-1259924040 Test Bank Chapter 18 Part 5
159) Because of consumer “banner blindness,” the current click-through rate is ________ percent. A) 0.01 B) 0.1 C) 1 D) 5 E) 10 Answer: B Explanation: While the use of banner ads is growing, there is some concern that consumers […]
978-1259924040 Test Bank Chapter 18 Part 4
121) Assume the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in […]
978-1259924040 Test Bank Chapter 18 Part 3
81) The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) A) authoritarian appeal. B) coercive appeal. C) family appeal. D) fear appeal. E) sex […]
978-1259924040 Test Bank Chapter 18 Part 2
41) An ad for Campbell’s soup reads, “We haven’t changed that great taste your family’s always loved.” This is an example of ________ advertising. A) advocacy B) comparative C) pioneering D) informative E) reinforcement Answer: E Explanation: The purpose of […]
978-1259924040 Test Bank Chapter 18 Part 1
Marketing, 14e (Kerin) Chapter 18: Advertising, Sales Promotion, and Public Relations 1) Advertisers are expecting and planning for large growth in A) virtual and augmented reality. B) direct-to–DVR. C) 16K Ultra HD satellite TV. D) 90-second commercials. E) commercials broadcast […]
978-1259924040 Test Bank Chapter 17 Part 9
292) The advertising campaign, “Think Outside the Bun” was designed for millennials and belongs to which brand? A) McDonald’s B) Arby’s C) Chick-Fil-A D) Taco Bell E) Long John Silver’s Answer: D Explanation: “Think Outside the Bun” was a Taco […]
978-1259924040 Test Bank Chapter 17 Part 8
269) Which of the following statements regarding direct marketing is most accurate? A) Direct marketing now allows customers to shop during regular business hours, with extended hours on weekends. B) Although direct marketing usually saves customers time, it does not […]
978-1259924040 Test Bank Chapter 17 Part 7
229) Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and A) unique in character. B) appealing. C) be designed for a well-defined target audience. D) repeatable. E) creative. Answer: C Explanation: Promotion […]
978-1259924040 Test Bank Chapter 17 Part 6
190) Channel B in Figure 17-5 above represents which type of promotional channel strategy? A) direct B) indirect C) push D) pull E) vertical Answer: D Explanation: Channel B shows how a manufacturer uses a pull strategy by directing the […]
978-1259924040 Test Bank Chapter 17 Part 5
152) Which promotional element is particularly important to business buyers? A) public relations B) publicity C) sales promotion D) rebates E) personal selling Answer: E Explanation: Because business buyers often have specialized needs or technical questions, personal selling is particularly […]
978-1259924040 Test Bank Chapter 17 Part 4
113) Which of the following statements describes a key difference between advertising and publicity? A) Publicity is more expensive on a cost-per-contact basis than advertising. B) Publicity is easily controlled by the user while advertising is not. C) Advertising is […]
978-1259924040 Test Bank Chapter 17 Part 3
Figure 17-2 74) To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 17-2 above, the promotional element labeled Box A represents A) advertising. B) personal selling. C) public relations. D) sales promotion. […]
978-1259924040 Test Bank Chapter 17 Part 2
38) A channel of communication refers to A) the selection of either paid or nonpaid 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 […]
978-1259924040 Test Bank Chapter 17 Part 1
Marketing, 14e (Kerin) Chapter 17: Integrated Marketing Communications and Direct Marketing 1) Taco Bell developed its #loveandtacoscontest in response to A) bullying in schools; it created a way to reward those who intervene. B) a traditionally slow period for the […]
978-1259924040 Test Bank Chapter 16 Part 10
342) Name the four utilities offered by retailers and identify a retailer that provides that utility. Answer: The four utilities retailing offers are (1) place utility—Wells Fargo makes banking easy for consumers by having many locations and ATMs; (2) possession […]
978-1259924040 Test Bank Chapter 16 Part 9
316) Which of the following firms has made the wisest wholesaler choice for its product? A) Hannah’s Hardware uses a rack jobber for its hammers. B) Fiona’s Floral uses a truck jobber for its cut roses. C) Sam’s Coal Country […]
978-1259924040 Test Bank Chapter 16 Part 8
276) Multichannel retailers are retailers that A) sell different products through entirely different channels. B) sell through different channels under different brand names. C) utilize strategic and tactical wholesalers. D) utilize and integrate a combination of traditional store formats and […]
978-1259924040 Test Bank Chapter 16 Part 7
239) An approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales […]
978-1259924040 Test Bank Chapter 16 Part 6
199) The major difference between an off-price retailer and a discount store is that off-price retailers purchase merchandise from manufacturers ________ and discount stores buy from wholesalers A) that are trying to offload returned or slightly irregular inventory; selling new […]
978-1259924040 Test Bank Chapter 16 Part 5
159) Which of the following retailers would best fit in quadrant B shown in the retail positioning matrix, Figure 16-8 above? A) Kmart B) Bloomingdale’s department store C) 7-Eleven convenience store D) Payless ShoeSource E) Lamborghini automobile dealer Answer: B […]
978-1259924040 Test Bank Chapter 16 Part 4
121) All of the following are reasons direct-mail and catalog retailing are attractive except which? A) They can create customer value by providing a fast and convenient means of making a purchase. B) They can serve as an element of […]
978-1259924040 Test Bank Chapter 16 Part 3
81) Depth of product line refers to A) the percentage of goods stored as inventory. B) the variety of different product items a store carries. C) variations in price and color on specific items in a store. D) the assortment […]
978-1259924040 Test Bank Chapter 16 Part 2
41) Consumers benefit in dealing with retail corporate chains because A) corporate chains have more experience than other forms of retailers. B) they can own stock in the same company where they shop since corporate chain stock must be publicly […]
978-1259924040 Test Bank Chapter 16 Part 1
Marketing, 14e (Kerin) Chapter 16: Retailing and Wholesaling 1) The development of today’s “smart store” includes each of the following except which? A) biometric scanning B) Internet-of-Things C) artificial intelligence selling D) wearable technology E) virtual reality Answer: C Explanation: […]