Marketing Quizzes 1-4

Traits often linked to Harley-Davidson are masculinity, defiance, and rugged individualism, which help to define its a. brand personality b. trademark c. value set d. visible persona e. copyright

a. brand personality

The Foreign Corrupt Practices Act of 1977 made what practice illegal? a. bribing an official of a foreign government to obtain business in that country b. establishing trade groups that lower protectionist measures c. using contacts in foreign countries to perform corporate espionage on competitors d. selling stolen identities to foreign governments e. selling products at prices other than the manufacturer's suggested retail price in foreign countries

a. bribing an official of a foreign government to obtain business in that country

A country club is conducting focus groups with its members to develop ideas about how to improve its pool, golf facilities, and services. The club is a. collecting primary data b. collecting internal secondary data c. collecting external secondary data d. performing a sensitivity analysis e. using observational data

a. collecting primary data

Among other concerns, when seeking to achieve the best coverage of the target market, marketing executives will pay attention to _____, the number of stores in a geographical area. a. density b. positioning c. channel risk d. channel conflict e. cannibalization

a. density

Off Broadway Shoe Warehouse, a nationwide chain, carries a great variety of shoes for different occasions and for the whole family, which is best described as ________ of merchandise. a. depth b. quality c. elasticity d. value e. responsiveness

a. depth

With Dollar Shave Club, you can sign up online for a subscription of shaving and personal care products to be delivered to your home without a face-to-face meeting with a salesperson. Dollar Shave Club uses a(n) _____ marketing channel. a. direct to consumer b. wholesale c. industrial d. dual distribution e. exclusive distribution

a. direct to consumer

Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users are referred to as a a. marketing channel b. parallel distribution c. retailer d. wholesaler e. distributor

a. marketing channel

There are eight marketing reasons why a new product can fail. One of these is a. not satisfying customer needs on critical factors. b. not benchmarking against the correct competition. c. not learning critical "takeaway" lessons from past failures. d. encountering "groupthink" in product development meetings. e. failing to secure a large marketing budget.

a. not satisfying customer needs on critical factors.

The eight-second rule indicates that consumers will abandon their efforts on a website if ________ takes more than eight seconds. a. page download b. order processing c. price comparison d. cookie installation e. required data entry

a. page download

During which stage of the purchase decision process do consumers determine how satisfied they are with their purchases? a. post-purchase behavior b. routine problem solving c. problem recognition d. information search e. alternative evaluation

a. post-purchase behavior

________ media represent a unique blending of technology and human interaction to create a communal experience and personal value for users. a. social b. application c. virtual d. mobile e. shared

a. social

The retailing mix includes retail communication, retail pricing and which two other elements? a. store location and merchandise b. employees and store policies c. breadth of product line and depth of product line d. sales per square foot and same store sales growth e. location on the wheel of retailing and stage of the retail life cycle

a. store location and merchandise

IKEA's marketing team decides what price they want to sell a specific product for, and then company designers work with material suppliers and manufacturers to deliver the product at that price. This is an example of which pricing strategy? a. target pricing b. standard markup c. customary pricing d. price lining e. cost-plus pricing

a. target pricing

The United States, China, and ________ are the leaders in global merchandise trade by a wide margin. a. Brazil b. Germany c. India d. Japan e. France

b. Germany

The market leader for a low-involvement product must make special efforts to a. focus on promotions that would encourage buyers to break their habits. b. avoid stockout situations which would result in switching behavior. c. design a marketing mix to get the product into a buyer's consideration set. d. get information to the consumer through search engine optimization efforts. e. introduce novel buying criteria to stimulate curiosity.

b. avoid stockout situations which would result in switching behavior.

Which of these would be an example of a variable cost for the Marriott Marquis Hotel that caters to an upscale clientele? a. the average daily rate paid by those in targeted demographics staying at the hotel b. cleaning supplies and housekeeping wages c. the salary of the hotel manager d. the rent for a parking garage used by employees e. the price charged for renting a ballroom in the hotel

b. cleaning supplies and housekeeping wages

________, which includes all of the text, video, audio, and graphics on a website, is the reason why people visit that website. a. context b. content c. choice d. convenience e. connection

b. content

Which type of consumer product has the widest distribution? a. shopping b. convenience c. specialty d. unsought e. support

b. convenience

The chief marketing officer is considered part of which organizational level? a. board of directors b. corporate level c. strategic business unit level d. functional level e. CMOs are not considered part of an organizational level, since their role is strategic

b. corporate level

Consumers that engage in showrooming and webrooming are considered ________ consumers. a. browser b. cross-channel c. experimental d. value conscious e. conversion

b. cross-channel

Deletion is an option for a product in the ________ stage of its product life cycle. a. growth b. decline c. diversification d. maturity e. contraction

b. decline

Off-peak pricing refers to charging different prices a. to different customers based upon their ability to pay. b. during different times of the day or days of the week to reflect variations in demand for the service. c. depending on real-time pricing posted by competitors, typically online. d. based on the different levels of service quality offered. e. to first-time customers compared to repeat or loyal customers.

b. during different times of the day or days of the week to reflect variations in demand for the service.

One example of a(n) _____ is Uber's and Lyft's practice of "surge" or "prime-time" pricing, which raises the price for rides during periods of peak demand. a. odd-even pricing policy b. dynamic pricing policy c. price-lining policy d. cost-plus pricing policy e. target pricing approach

b. dynamic pricing policy

________ are moral principles and values that govern the actions and decisions of an individual or group. a. Personal Rights b. ethics c. norms d. CEOs e. Safety Officers

b. ethics

Which of these is an inherent weakness of advertising? a. it is easily duplicated b. it can be very expensive to produce and place a message c. it is difficult for the firm to control the content in a message d. it is difficult to get media cooperation e. it can easily lead to promotion wars among

b. it can be very expensive to produce and place a message

Opinion leaders are considered to be ________, so their opinions influence others' choices. a. highly connected to others in social terms b. knowledgeable about or users of particular products c. ethical and principled in their actions d. successful in business or otherwise possessing high status e. active, experimental, and embracing of risk

b. knowledgeable about or users of particular products

Wrigley's offers grapefruit-, cucumber-, and tea-flavored chewing gum in China, which is an example of a ________ global marketing strategy. a. product invention b. product adaptation c. promotion adaptation d. product extension e. promotion customization

b. product adaptation

On the ________, a fast-food restaurant is about half tangible products (the food) and half intangible services (courtesy, cleanliness, speed, and convenience). a. idle production model b. service continuum c. selectivity scale d. tangibility metric e. service quality figure

b. service continuum

Penetration pricing is a. charging different prices to different buyers for goods of similar grade and quality. b. setting a low initial price on a new product to appeal immediately to the mass market. c. setting an above-market price for the product or product class based on a subjective feel for competitors' prices. d. setting prices a few dollars or cents below an even number to convince consumers of a bargain. e. setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it.

b. setting a low initial price on a new product to appeal immediately to the mass market.

Patagonia's Worn Wear program, which encourages its customers to repair, trade, and eventually recycle all of its products, is an application of a. market segmentation b. the societal marketing concept c. profit maximization d. organizational buying e. environmental forces

b. the societal marketing concept

In a marketing decision, constraints are likely to be restrictions on the ________ available to solve the problem. a. stakeholder b. time and money c. industry research d. management knowledge e. concepts and methods

b. time and money

Promotion and advertising are aspects of marketing closely monitored by the a. U.S. Department of Commerce b. Sherman Antitrust Panel c. Federal Trade Commission d. National Futures Association e. U.S. Supreme Court

c. Federal Trade Commission

Which of these is an example of green marketing? a. McDonald's added apple snacks to its Happy Meals for children. b. 3M created a new petrochemical-based fertilizer for trees. c. Xerox designed equipment that can be refurbished or recycled. d. Walmart issued a supplier requirement for cups made from polystyrene to save money. e. Joe's Lawn Service is offering a special spring promotion.

c. Xerox designed equipment that can be refurbished or recycled.

Consumers judge services on the entire sequence of steps that make up the service process. To evaluate the complete service encounter, marketers can use a. gap analysis b. a feedback audit c. a customer contact audit d. customer experience management e. internal marketing

c. a customer contact audit

Marketers can identify key trends such as the growing popularity of personal shoppers, the increasing emphasis on reuse rather than disposal of products and resources, and the importance of new e-commerce purchasing alternatives by conducting a. a trend analysis b. an organizational inquiry c. an environmental scan d. primary research e. a threat assessment

c. an environmental scan

In the United States alone, $16 billion of products and services are traded every year without any money changing hands in a practice referred to as a. equity trade b. trading down c. barter d. marking up e. yield management

c. barter

As consumer demand for new homes increases, lumber, concrete, and steel suppliers may experience an increase in demand for their products, which is an example of ________ demand. a. sequential b. concurrent c. derived d. secondary e. dependent

c. derived

When you begin your first full-time job, you have a monthly income of $4,500. Your federal and state taxes are $1,000. You pay $1,600 in rent, have a $300 car payment, and spend $300 on food and $200 on clothes. The remaining $1,100 would be considered your a. net income b. disposable income c. discretionary income d. gross income e. earned income after taxes

c. discretionary income

When they didn't know much about how children would use extensive LEGO MINDSTORMS kits, researchers used both interviews and focus groups to determine that children need to have a basic LEGO device put together and doing tricks in 20 minutes to be satisfied with the effort. This is an example of ________ research. a. casual b. interactive c. exploratory d. virtual e. descriptive

c. exploratory

Extending credit to customers is an example of a _____ function performed by channel intermediaries. a. transactional b. logistical c. facilitating d. buying e. risk-taking

c. facilitating

The level of service, the type of merchandise line, and the ________ are important ways that retail outlets can be classified. a. length of marketing channel b. level of profitability c. form of ownership d. wheel of retailing e. retail positioning attributes

c. form of ownership

Apple offers its iPhone 13 Pro Max for $1,199, under the presumption that consumers see the smartphone as priced at "something over $1,100" rather than "about $1,200." This is an application of what pricing strategy? a. prestige pricing b. below-market c. odd-even pricing d. target pricing e. customary pricing

c. odd-even pricing

The promotional mix consists of communication tools that include advertising, direct marketing, sales promotion, public relations, and a. multicultural marketing b. social media c. personal selling d. target marketing e. online marketing

c. personal selling

Locating a Chevron gas station near a car rental return location is an example of _____ utility. a. form b. time c. place d. possession e. transactional

c. place

Secret Clinical Strength is a deodorant that is described as offering the protection of a prescription product with less irritation. Promoting this unique combination of benefits is an example of a. product integration. b. mass customization. c. product differentiation. d. segments of one and mass customization. e. repositioning.

c. product differentiation.

Mohammed cracked the glass on his smartphone. He had hoped it was just the screen protector, but he saw that he really could not do much with his phone in that condition. Mohammed knew he'd need to get a new one; he had just begun the a. usage buying sequence b. VALS typology c. purchase decision process d. consumer purchase procedure e. stages of consumption

c. purchase decision process

In BCG's business portfolio analysis, __________ require large injections of cash just to maintain their market share, much less increase it. Thus managers must choose the right ones to invest in and phase out the rest. a. dogs b. stars c. question marks d. lions e. cash cows

c. question marks

Potential buyers within a market segment should be a. previous customers of at least one of the company's products. b. familiar with the product but not yet brand loyal customers. c. reachable by marketing actions. d. similar to your competitors' customers. e. able to provide significant product synergies.

c. reachable by marketing actions.

According to ________, consumers have the right to choose and the right to be heard, among others. a. the Sherman Antitrust Act b. the standard Code of Ethics c. the Consumer Bill of Rights d. utilitarianism e. sustainable development

c. the Consumer Bill of Rights

Which statement regarding digital marketing channels is most accurate? a. Digital marketing intermediaries perform facilitating functions at only a slightly higher cost than those in traditional marketing channels. b. Digital marketing channels do not look a lot like common marketing channels since there is no need for warehousing products. c. Digital intermediaries can perform all logistical functions effectively. d. Digital marketing channels combine electronic and traditional intermediaries to offer all forms of utility. e. Digital marketing channels use the Internet exclusively to conduct business with ultimate consumers.

d. Digital marketing channels combine electronic and traditional intermediaries to offer all forms of utility.

Which of these is required for a post to be considered user-generated content? a. The content can be continuously updated in a collaborative process. b. The work has a high-level of self-disclosure. c. Media richness is maximized. d. It shows a significant degree of original or creative effort. e. It is sent via email to an interested party.

d. It shows a significant degree of original or creative effort.

Which statement about price elasticity of demand is most accurate? a. Price elasticity is impractical to measure for most products because of the many assumptions and complex calculation. b. The more substitutes a product has, the less likely it is to be price elastic. c. Seasonal demand for a product like a snowblower does not affect its price elasticity. d. Items requiring large cash outlays relative to a consumer's disposable income are price elastic. e. With inelastic demand, reducing price has no impact on revenues or profit.

d. Items requiring large cash outlays relative to a consumer's disposable income are price elastic.

________ decides on trade disputes between members across the world and issues binding decisions. a. The IMF b. NAFTA c. The FCPA d. The WTO e. The EU

d. The WTO

COVID-19 and the resulting shutdowns and mask mandates had dramatic impacts on most businesses, resulting in contractions of many but expansion for others. The pandemic and related restrictions would be considered a. a market effect b. social responsibility c. time value of money d. an environmental force e. an environmental force

d. an environmental force

When consumers purchase selected books at its stores and online, Barnes & Noble directs part of that revenue toward programs that support literacy. This is an example of a. utilitarianism b. sustainable development c. utility economics d. cause marketing e. green marketing

d. cause marketing

Only websites that emphasize the actual sale of products and services include the ________ element of a website's design. a. content b. creativity c. communication d. commerce e. choiceboard

d. commerce

Which of these is considered a demand factor that will impact the demand curve for a product? a. pricing objective b. profit c. corporate tax rate d. consumer incomes e. product quality

d. consumer incomes

When Samsung introduced its Galaxy Z Fold3 5G, a foldable phone with a high price tag, it used ________ to avoid direct competition with Apple, Google, and others a. behavioral positioning b. competitive positioning c. niche positioning d. differentiation positioning e. head-to-head positioning

d. differentiation positioning

Violations of written or implicit employment agreements with noncompete clauses are considered a. bribery b. competitive but fair business practice c. utilitarianism d. economic espionage e. moral idealism

d. economic espionage

Consumer products are classified based on the ________, the frequency of purchase, and the attributes used in making the purchase decision. a. amount of money the customer is willing to spend b. number of competing products or product substitutes c. demographics of the consumer d. effort the consumer spends on the decision e. number and type of product features

d. effort the consumer spends on the decision

When a marketing researcher uses information from the Census Bureau's American Community Survey to make tactical decisions about a product, she is using a. primary data b. internal secondary data c. business data d. external secondary data e. sensitivity analysis

d. external secondary data

To try to moderate the impacts of the ________ aspect of services when consumers attempt to assess and compare them, marketers often try to show the benefits of using the service. a. inventory b. inseparability c. imperfection d. intangibility e. impressionability

d. intangibility

The outdoor brand The North Face intends to capture some of its competitors' business in Europe in the next few years, even amid the stagnant economic conditions there. The firm cites the active lifestyles there and the relatively low cost of entry for its backpacking and hiking sports gear, which attracts those planning a low-budget "staycation." The North Face most likely has a __________ goal. a. profit responsibility b. unit sales c. sales revenue d. market share e. social responsibility

d. market share

Kroger sells 180 varieties of salad dressing from dozens of different manufacturers. In terms of competition, producers of salad dressing operate in a(n) _____ market. a. free enterprise b. pure monopoly c. oligopoly d. monopolistic competition e. pure competition

d. monopolistic competition

A multidomestic marketing strategy is employed by a(n) ________ firm. a. transcontinental b. subsidiary c. international d. multinational e. transnational

d. multinational

HealthyYOU uses ________ to conveniently distribute healthy drinks, snacks, and entrees in offices, health clubs, hospitals, schools, and colleges. a. retail pop-up shops b. online retailing c. location shopping studios d. nonstore retailing e. direct selling booths

d. nonstore retailing

To build sales volume rapidly, a company may launch a new product with a low price using a strategy referred to as a. price skimming b. below-market pricing c. value pricing d. penetration pricing e. introductory pricing

d. penetration pricing

The Four Ps of the marketing mix include product, price, promotion, and a. persuasion b. profit c. process d. place e. performance

d. place

Twitter's customer engagement rate is determined by adding 'likes,' 'replies,' and '________' and dividing by 'total impressions', then multiplying by 100. a. followers b. shares c. comments d. retweets e. emojis

d. retweets

Supermarkets that sell flowers, school supplies, greeting cards, and pharmaceuticals, in addition to selling groceries are using a. hypermarketing b. category formatting c. mass merchandising d. scrambled merchandising e. supersizing

d. scrambled merchandising

Orbitwheels are a cross between a skateboard and pair of inline skates. Riders insert each foot in a large wheel that rotates sideways. Orbitwheels differ from a skateboard in that they are self-propelled by the rider's wave-like motion so the need to push off the ground every few feet to get moving is eliminated. The product has been popular among some kids, especially athletic teen boys. Athletic teen boys could be described as the ________ for Orbitwheels. a. mass market b. tangential market c. market aggregation d. target market e. penetration market

d. target market

Which of these is a reason that a buyer will have high levels of power in transactions with a seller? a. the product is essential to the buyer b. there are high switching costs for the buyer c. the product is inexpensive d. there are few other buyers e. there are no other suppliers of the product

d. there are few other buyers

Though the percentages are not always the same, a general rule in business says that a small number of heavy users of a firm's product contribute about what percentage of its revenues? a. 5 b. 20 c. 35 d. 50 e. 80

e. 80

Which of these is the best example of noise in the communication process? a. The same image was used in a series of magazine ads. b. A message was repeated very frequently on radio and television. c. A coupon resulted in losses when it was redeemed by consumers. d. A salesperson asked many questions during her presentation to prospective buyers. e. A radio advertisement used technical jargon.

e. A radio advertisement used technical jargon.

Kendall Jenner, who has more than 170 million Instagram followers, would be considered a. a content generator b. a social marketer c. traditional media d. a candid marketer e. an influencer

e. an influencer

Creating a consumer-brand connection is the final step in building a. patent protection b. private labeling c. brand awareness d. generic branding e. brand equity

e. brand equity

Most websites use the ________ method, which is executed by a third party like Google/AdWords, to charge others for advertising. a. load time b. cost per thousand c. negotiated measurement d. cost per action e. cost per click

e. cost per click

A primary challenge for marketers in discovering the needs of prospective customers is that a. some of them may be difficult b. this may alert competitors to new ideas before their launch c. customers are often difficult to persuade d. it is hard to establish relationships with consumers that have not already tried the products e. customers may not know or be able to describe what they need and want

e. customers may not know or be able to describe what they need and want

When its beer sales were flat, Budweiser became interested in entering the premixed cocktail segment by providing a product that would appeal to those who don't enjoy traditional beer. It launched Bud Light Lime-A-Rita, a margarita-flavored, beer-based cocktail, sold in cans and bottles and best served over ice. This is an example of a. market penetration b. market development c. product innovation d. product penetration e. diversification

e. diversification

Market segmentation involves aggregating prospective buyers into groups that ________ and will respond similarly to a marketing action a. have access to and desire for the products b. possess the same level of resources c. are open to marketing research d. are of roughly equal size e. have common needs

e. have common needs

What is the promotional objective of the introduction stage of the product life cycle? a. identify b. persuade c. compare d. remind e. inform

e. inform

Your marketing dashboard shows sales performance by SBU, which is an example of a ________. a. linear extrapolation b. marketing plan c. planning gap d. Gnatt chart e. marketing metric

e. marketing metric

Advertising's role during the ________ stage of the product life cycle is to remind buyers of the product's existence. a. introduction b. growth c. accelerated development d. decline e. maturity

e. maturity

Firms must focus on controlling overall marketing cost through promotional and distribution efficiency during which stage of the product life cycle? a. growth b. decline c. expansion d. introduction e. maturity

e. maturity

The seven Ps of services refer to an expanded marketing mix for services that includes the four Ps (product, price, place, and promotion) as well as a. people, profitability, and productivity. b. personality, performance, and process. c. productivity, performance, and profitability. d. personality, procedure, and performance. e. people, physical environment, and process.

e. people, physical environment, and process.

Uber riders can opt-in to a service known as Uber Trip Experiences to purchase baseball tickets on StubHub, book flights on United Airlines, or reserve meals at OpenTable while on their trip. The rider has control of which apps are allowed to access the current trip details and offer related content. Here, Uber uses ________marketing. a. choiceboard b. personalized c. collaborative d. viral e. permission

e. permission

Emilio used the Consumer Reports website to research an economical choice for a new smoothie blender for his apartment, and he trusted the information because the website was not affiliated with the sellers of these products. This is an example of which type of information source? a. personal source b. marketer-dominated source c. family source d. consumer-controlled source e. public source

e. public source

An Iowa corn farmer operates in which form of competition? a. cross- market competition b. oligopoly c. monopolistic competition d. monopoly e. pure competition

e. pure competition

Marketers conduct marketing research primarily to a. define a market-entry strategy. b. create a new budget and financial plan. c. track the actions of competitor. d. implement a marketing plan. e. reduce risk and improve marketing decisions.

e. reduce risk and improve marketing decisions.

A checking account at a bank is considered a ________ because of its intangible nature. a. ware b. good c. marketing object d. market segment e. service

e. service