Archives: Quiz
978-1259924040 Test Bank Appendix A Part 1
Marketing, 14e (Kerin) Appendix A 1) In order to launch a start-up firm, Arthur R. Kydd believes that the firm needs to have a real product with A) a distinctive point of difference that satisfies customer needs. B) a prototype […]
978-1259924040 Test Bank Chapter 9 Part 6
176) Figure 9-11 above is a depiction of a ________ for beverages in the minds of adults. A) hierarchy of needs B) perceptual map C) marketing matrix D) growth-share matrix E) acuity matrix Answer: B Explanation: A perceptual map is […]
978-1259924040 Test Bank Chapter 9 Part 5
153) Changing the place an offering occupies in a consumer’s mind relative to competitive products is referred to as A) product placement. B) perceptual mapping. C) product positioning. D) product repositioning. E) product differentiation. Answer: D Explanation: Key term definition—product […]
978-1259924040 Test Bank Chapter 9 Part 4
118) Which of the following is a basis used to segment U.S. organizational markets? A) geographic B) psychographic C) income D) prospects E) education Answer: A Explanation: The segmentation bases for U.S. organizational markets include geographic, demographic, and behavioral. Difficulty: […]
978-1259924040 Test Bank Chapter 9 Part 3
78) About 3 percent of the population has some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these allergies as a separate segment. To implement this segmentation strategy, restaurants would have […]
978-1259924040 Test Bank Chapter 9 Part 2
39) The annual Sporting News Baseball Yearbook uses 15 different covers featuring a baseball star from each of its regions in the United States, yet each regional issue has the same magazine content. The publisher is using which of the […]
978-1259924040 Test Bank Chapter 9 Part 1
Marketing, 14e (Kerin) Chapter 9: Market Segmentation, Targeting, and Positioning 1) Tony Hsieh invested in the company Zappos and A) immediately changed its product mix. B) helped to develop its segmentation strategy. C) focused on value-oriented customers. D) focused on […]
978-1259924040 Test Bank Chapter 8 Part 9
274) One objective in the marketing research Jeff Gerst, who manages the Carmex social media properties, undertook using Facebook involved A) assessing the market for its new hand cream product. B) projecting the market size for the Carmex Moisture Plus […]
978-1259924040 Test Bank Chapter 8 Part 8
253) All of the following are advantages to using cross tabulations to organize and present marketing data except which? A) Cross tabulations can be used to summarize experimental data. B) Cross tabulations clearly show the relationships between all the variables […]
978-1259924040 Test Bank Chapter 8 Part 7
221) A test market for a new Kellogg’s cereal is an example of A) hypothesis generation. B) an experiment. C) secondary data. D) virtual modeling. E) probability sampling. Answer: B Explanation: An experiment involves obtaining data by manipulating factors under […]
Chapter 8 In Marketing Experiments The Independent Variable Is The
190) What kind of question is the following? “Place an ‘X’ in the space that describes your view of this test.” Easy __ __ __ __ __ Difficult A) Likert scale B) semantic differential scale C) dichotomous question D) open-ended […]
978-1259924040 Test Bank Chapter 8 Part 5
153) Each survey method, from focus groups to personal interviews, results in valuable ________, which are facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors. A) hypothetical data B) generative data C) evaluative data D) […]
978-1259924040 Test Bank Chapter 8 Part 4
116) Several marketing data services provide information on household demographics and lifestyle, purchases, TV viewing behavior, responses to promotions, and social media use. The principal advantage of these services is that A) one service can collect, analyze, interrelate, and present […]
978-1259924040 Test Bank Chapter 8 Part 3
79) In marketing research, ________ involves generalizing the results from the sample to much larger groups of distributors, customers, or prospects to help decide on marketing actions. A) nonprobability sampling B) probability sampling C) extrapolation D) statistical inference E) criteria […]
978-1259924040 Test Bank Chapter 8 Part 2
40) Implementing recommendations occurs during which step of the five-step marketing research approach? A) Define the problem. B) Take marketing actions. C) Collect relevant information. D) Develop findings. E) Develop the research plan. Answer: B Explanation: Implement action recommendations is […]
978-1259924040 Test Bank Chapter 8 Part 1
Marketing, 14e (Kerin) Chapter 8: Marketing Research: From Customer Insights to Actions 1) War Dogs is an example of a successful movie that could have failed because A) too little money was spent on promotion. B) it was targeting the […]
978-1259924040 Test Bank Chapter 7 Part 7
227) A gray market is A) the segment of products specifically designed for the need of older buyers. B) a once active and powerful market that is rapidly becoming the bottom of the barrel. C) a situation where products are […]
978-1259924040 Test Bank Chapter 7 Part 6
199) One disadvantage of direct investment when entering a new global market is A) intermediaries have the potential to harm the brand. B) the firm entering the foreign market must pay royalties to the government. C) the company forgoes control […]
978-1259924040 Test Bank Chapter 7 Part 5
159) According to Figure 7-4 above, points A and D would most likely represent ________ and ________ options, respectively, for entering the global marketplace. A) joint venture and licensing B) licensing and exporting C) licensing and joint venture D) direct […]
978-1259924040 Test Bank Chapter 7 Part 4
120) Even though there are hundreds of different languages and dialects, the three major languages used in global diplomacy and commerce are A) English, Japanese, and Chinese. B) English, French, and Spanish. C) Japanese, Spanish, and French. D) Japanese, Spanish, […]
978-1259924040 Test Bank Chapter 7 Part 3
80) A global brand is a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. However, adaptations of global brands are made A) only if required by government regulations in the host market. […]
978-1259924040 Test Bank Chapter 7 Part 2
40) The world’s largest manufacturer of peppermint candy canes was located in Albany, Georgia, until it could no longer afford to buy the sugar needed for its operation. It moved its manufacturing business to Mexico where there are no restrictions […]
978-1259924040 Test Bank Chapter 7 Part 1
Marketing, 14e (Kerin) Chapter 7: Understanding and Reaching Global Consumers and Markets 1) Why has Amazon been aggressively pursuing the Indian market since 2013? A) U.S. sales have begun to decrease. B) Amazon believed it would be inexpensive to begin […]
978-1259924040 Test Bank Chapter 6 Part 6
183) When a seller puts an item up for sale and would-be buyers are invited to bid in competition with one another, it is referred to as a(n) A) reverse auction. B) traditional auction. C) bidder’s war. D) e-auction. E) […]
978-1259924040 Test Bank Chapter 6 Part 5
157) If a purchase is a new buy for a manufacturer, the seller should A) expect a long time for a buying decision to be reached. B) neutralize the typically high levels of conflict. C) maintain flexibility, since specifications are […]
978-1259924040 Test Bank Chapter 6 Part 4
119) Comparing the stages in a consumer and organizational purchase decision process reveals key differences. In organizations, ________ becomes more important for deadlines and quality control, and since a long-term relationship is anticipated. A) choice variety B) supplier audit C) […]
978-1259924040 Test Bank Chapter 6 Part 3
80) Which of the following characterizes organizational buyer-seller relationships? A) Purchases are often made after brief negotiations. B) Purchases are usually of small dollar values. C) Long-term contracts are often prevalent. D) Reciprocal arrangements are prohibited by the federal government. […]
978-1259924040 Test Bank Chapter 6 Part 2
41) The NAICS groups economic activity to permit studies of A) multi-language advertising. B) market share, demand, or import competition. C) growth potential in emerging markets. D) best practices for manufacturers. E) job outsourcing and trade flow impacts. Answer: B […]
978-1259924040 Test Bank Chapter 6 Part 1
Marketing, 14e (Kerin) Chapter 6: Understanding Organizations as Customers 1) According to the textbook, JCPenney buys paper for which of the following media? A) in-store signage B) special advertising inserts in magazines such as Cosmopolitan C) newspaper inserts and direct […]
978-1259924040 Test Bank Chapter 5 Part 10
334) All of the following are examples of Coppertone’s product innovations except which? A) sunscreen for babies B) water-resistant sunscreen lotion C) all-organic sunscreen D) MyUV Alert app to provide reapplication reminders E) continuous spray sunscreen Answer: C Explanation: Coppertone […]
978-1259924040 Test Bank Chapter 5 Part 9
312) The five roles of individual family members in the consumer purchase decision process are A) associative group, aspiration group, opinion leader, decision maker, and user. B) sustainer, experiential, belonger, emulator, and achiever. C) opinion leader, influencer, decision maker, purchaser, […]
978-1259924040 Test Bank Chapter 5 Part 8
272) Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line. This group consists of ________ for activewear clothing. A) lifestyle makers […]
978-1259924040 Test Bank Chapter 5 Part 7
232) An attitude refers to A) a person’s consistent behaviors or responses to recurring situations. B) the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. C) a consumer’s subjective perception […]
978-1259924040 Test Bank Chapter 5 Part 6
192) The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision- making process? A) sociocultural B) situational C) psychological D) acculturational E) attitudinal Answer: […]
978-1259924040 Test Bank Chapter 5 Part 5
152) According to Figure 5-6 above, D defines what level in the Maslow hierarchy of needs? A) physiological B) safety C) social D) personal E) self-actualization Answer: B Explanation: In the Maslow hierarchy of needs, safety needs involve self-preservation as […]
978-1259924040 Test Bank Chapter 5 Part 4
116) The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being harried or overwhelmed. This situation is most […]
978-1259924040 Test Bank Chapter 5 Part 3
79) Firms such as Ford and Frito-Lay have learned which of the following marketing lessons? A) It is a lot easier to find new customers than to retain existing ones. B) According to research, it is equally costly to acquire […]
978-1259924040 Test Bank Chapter 5 Part 2
41) Casey’s girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This […]
978-1259924040 Test Bank Chapter 5 Part 1
Marketing, 14e (Kerin) Chapter 5: Understanding Consumer Behavior 1) Women make what percentage of new-car buying decisions? A) 15 percent B) 30 percent C) 45 percent D) 60 percent E) 80 percent Answer: D Explanation: Women make 60 percent and […]
978-1259924040 Test Bank Chapter 4 Part 5
154) Converting socially responsible ideas into actions involves careful planning and monitoring of programs. Many companies develop, implement, and evaluate their social responsibility efforts by means of a(n) A) social audit. B) financial audit. C) action plan. D) tactical plan. […]
978-1259924040 Test Bank Chapter 4 Part 4
114) Profit responsibility refers to A) the obligation of a firm to price its products or services at a level whereby the consumer is treated fairly and the firm is still able to make a profit. B) the view that […]
978-1259924040 Test Bank Chapter 4 Part 3
77) Which of the following is a major reason for the violation of ethics codes? A) government regulation B) family influence C) lack of religious beliefs D) fear of disciplinary action E) perceived behavior of top management Answer: E Explanation: […]
978-1259924040 Test Bank Chapter 4 Part 2
38) In the private purchase of a used or “pre-owned” car, ________ places the burden on the buyer to make sure the car is worth the purchase price, so it is advisable to take the car first to a mechanic. […]
978-1259924040 Test Bank Chapter 4 Part 1
Marketing, 14e (Kerin) Chapter 4: Ethical and Social Responsibility for Sustainable Marketing 1) Anheuser-Busch established its Corporate Social Responsibility (CSR) Department to A) promote the positive aspects of moderate beer consumption. B) promote responsible drinking and curb underage drinking before […]
978-1259924040 Test Bank Chapter 3 Part 7
236) The Deceptive Mail Prevention and Enforcement Act provides specifications for direct mail sweepstakes, such as requiring which of the following copy to appear in the promotion literature or website? A) “Everybody Wins.” B) “You can’t win if you don’t […]
978-1259924040 Test Bank Chapter 3 Part 6
200) The purpose of ________ is to give the author of a literary, dramatic, musical, or artistic work the exclusive right to print, perform, or otherwise copy that work. A) copyright law B) patent law C) trademark law D) commercial […]
978-1259924040 Test Bank Chapter 3 Part 5
160) The form of competition in which many sellers compete with substitutable products within a price range is called A) pure competition. B) cross-market competition. C) an oligopoly. D) monopolistic competition. E) a monopoly. Answer: D Explanation: Text term definition—monopolistic […]
978-1259924040 Test Bank Chapter 3 Part 4
120) The portion of one’s income that remains after paying for taxes and necessities is referred to as A) net income. B) discretionary income. C) disposable income. D) household income. E) gross income. Answer: B Explanation: Key term definition—discretionary income. […]
978-1259924040 Test Bank Chapter 3 Part 3
80) Recognized for excellence by Advertising Age, Alma creates advertising to reach diverse segments by searching “for that intangible fiber that touches the lives of consumers creating relevant and unique business-building communication ideas.” Alma has created Hispanic campaigns for McDonald’s, […]
978-1259924040 Test Bank Chapter 3 Part 2
40) The generation of children born between 1946 and 1964 is referred to as A) the grey generation. B) millennials. C) Generation Y. D) baby boomers. E) Generation X. Answer: D Explanation: Key term definition—baby boomers. Difficulty: 1 Easy Topic: […]