MKtg tb final

If 'B' represents consumer behavior, 'I' represents interpersonal influences, 'P' represents personal influences, and 'E' represents pressures exerted by outside environmental forces, Kurt Lewin's statement, rewritten to apply to consumer behavior, states that: a. B = f (I,P). b. P = f (B,P). c. B = (I,E). d. P = (I,E).

A

According to Maslow, an individual's desire to realize his full potential and find fulfillment by expressing his unique talents and capabilities can be regarded as his _____ needs. a. self-actualization b. physiological c. social d. esteem

A self-actualization

Which of the following is a dimension of Porter's Five Forces model? a. Bargaining power of buyers b. Existence of second-movers c. Existing firms in the business environment d. Rivalry among strategic business units

A. Bargaining power of buyers

Which of the following products is most likely to achieve the status of brand insistence? a. Cars b. Soaps c. Milk d. Toothpastes

A. Cars

Richard generally frequented Brewz, a coffeehouse chain, when he was in Florida. However, when his company shifted him to China, he found that the Brewz in Shanghai does not offer the same quality service as their coffee houses in Florida. Which of the following best explains this differential perception in service quality? a. Companies cannot easily standardize services. b. Buyers often play important roles in the creation and distribution of services. c. Services are perishable and intangible. d. Providers cannot make inventories of their services.

A. Companies cannot easily standardize services

The organizational function and set of processes that creates, communicates, and delivers value to customers and manages customer relationships in ways that benefit the organization and its stakeholders is called _____. a. marketing b. financing c. operations d. administration

A. Marketing

Which of the following statements regarding the marketing era is true? a. Marketing and selling would no longer be considered synonymous terms. b. Marketing was relegated to a supplemental role performed after the production process. c. The marketing concept was linked to a shift from a buyer's market to a seller's market. d. Business success often was defined solely in terms of production successes.

A. Marketing and selling would no longer be considered synonymous terms

Which of the following constitutes nonpersonal selling? a. Product placement in a TV show b. Face-to-face interaction between a buyer and a seller c. Telephonic conversation between a buyer and a seller d. A videoconference between a marketer and a customer

A. Product placement in a TV show

Marketing to Asian American consumers is challenging as: a. they belong to multiple ethnic groups with their own language, religion, and value systems. b. they have a high acculturation rate. c. they are widely spread in different regions of the United States. d. they have considerably less disposable income compared to other minority groups.

A. THey belong to multiple

Jose is part of a team that is analyzing current demographic trends. The team will make a recommendation concerning the groups of consumers toward whom the firm should direct its new marketing effort. Jose's team is involved in which of the following elements of the firm's marketing strategy? a. Target market b. Distribution c. Product d. Promotion

A. Target market

A shoe manufacturer has multiple suppliers for leather. Based on this information, which of the following statements is true? a. The suppliers have lesser bargaining than the buyer. b. The barriers to market entry are high. c. The rivalry among competitors is low. d. The buyer has lesser bargaining power than the suppliers.

A. The suppliers have lesser bargaining than the buyer

The utility of a product or a service is its a. want-satisfying power. b. re-usability. c. function as a commodity. d. design quality.

A. Want-satisfying power

Which of the following is an example of advertising? a. A billboard with the image of a celebrity endorsing a product b. Conspicuous placing of a product in a popular TV show c. Giving away free sample of a product d. Holding a contest to promote a product

A. a billboard with the image of a celebrity endorsing a product

Which of the following comes closest to providing a pure good? a. A company that manufactures elevators b. A laundry c. A fitness gym d. An advertising agency

A. a company that manufactures elevators

The basic objective of place marketing is to: a. attract visitors or new businesses to a particular area. b. influence others to accept the goals of the sponsoring organization. c. convince people to attend a sporting or cultural event. d. bring to the attention of the public some charitable issue.

A. attract visitors or new businesses to a particular area

_____are those born between 1946 and 1964 and are a popular segment to target because of their numbers and income levels. a. Baby boomers b. Generation X c. Generation Y

A. baby boomers

Which of the following is the most common type of advertising on the web? a. Banner advertisements b. Pop-ups c. Interstitials d. Advergames

A. banner advertisements

Food manufacturers often set up tables in grocery stores where customers can sample featured products. The goal of this type of promotion is to specifically influence the _____ component of attitude. a. behavioral b. emotional c. cognitive d. affective

A. behavioral

_____ involves measuring quality by comparing performance against industry leaders. a. Benchmarking b. Social referencing c. Satisficing d. Social loafing

A. benchmarking

People are asked to select unidentified products on the basis of available advertising copy in a(n): a. blind product test. b. recognition test. c. unaided recall test. d. inquiry test.

A. blind product test

60. Which of the following elements of a print advertisement focuses on informing, persuading, and stimulating buying action? a. Body copy b. Headline c. Illustration d. Signature

A. body copt

ch13 At the _____ stage of brand loyalty, marketers use advertising as a means to increase consumer awareness of a brand. a. brand recognition b. brand preference c. brand insistence d. brand equity

A. brand recognition

One of General Electric's business units produces a variety of light bulbs and generates healthy revenue. The revenues of this business unit are used to finance the growth of other business units with higher growth potentials. How would this unit be classified on the BCG market share/market growth matrix? a. Cash cow b. Star c. Question mark d. Dog

A. cash cow

24. Which is the following statements is true of category management? a. Category managers are responsible for the profitability of their product groups. b. Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category. c. Category managers are usually assigned to a single brand rather than each retail chains. d. Category managers are oriented toward mass market advertising, not in-store merchandising.

A. category managers are responsible for the profitability of their product groups

_____ are determined by occupation, income, education, family background, and residence location. a. Class rankings b. Opinion leaders c. Reference groups d. Subcultures

A. class rankings

72. When a consumer begins to feel dissatisfied with a product or service recently purchased, the anxiety they feel is called: a. cognitive dissonance. b. functional fixedness. c. product revaluation. d. mental set.

A. cognitive dissonance

Assume that a firm would like to expand its product line. A complete expansion would cost $100 million, but the firm can only raise $75 million in financing. This is best classified as a(n): a. constraint. b. opportunity. c. threat. d. instance of leverage.

A. constraint

28. Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for convenience products? a. Consumers tend to purchase convenience products frequently. b. Consumers tend to plan extensively before a purchase. c. Consumers tend to regard convenience of location as unimportant. d. Consumers tend to compare price and quality between competing products.

A. consumers tend to purchase convenience products frequently

15. Consumer goods such as soap, milk, and deodorants are generally classified as _____ products. a. convenience b. utilitarian c. shopping d. specialty

A. convenience

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler? a. Cooperative advertising b. Corporate advertising c. Institutional advertising d. Community advertising

A. cooperative advertising

Relationship marketing can help a company: a. create long-term and cost-effective links with individual customers and suppliers for mutual benefit. b. reduce its strategic planning effort since the need for such planning is greatly diminished by relationship marketing. c. locate more effective media for use in advertising and mass marketing. d. eliminate the strategic planning process and move into tactical plans directly.

A. create long-term and cost-effective links with individual customers and suppliers for mutual benefit

Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a presentation about a new drug which is being manufactured by his company. Brad's presentation is a part of Merck's IMC effort and it represents: a. encoding of the product message. b. decoding of the product message. c. feedback for the promotional message. d. noise generated by the promotional message.

A. encoding of the product message

The term service _____ refers to the point at which the customer and service provider interact. a. encounter b. locus c. platform d. zone

A. encounter

A motive is an inner state that directs a person to create: a. equilibrium between the actual and desired states. b. excitement in attaining the need satisfaction. c. equity between the cost and benefits of the need satisfaction. d. a sense of cognitive dissonance in the process of need satisfaction.

A. equlibrium between the actual and desired states

The Tour de Cure is a bicycle ride, not a race, to raise money for the American Diabetes Association and is held in 40 states nationwide. This is an example of: a. event marketing. b. organization marketing. c. person marketing. d. place marketing.

A. event marketing

The number of alternatives a consumer actually considers in making a purchase decision is referred to as the _____.

A. evoked set

Dell manufactures and markets computers and several related products, such as laptops, desktops, notebooks, and printers, all under the Dell name. These products are examples of _____ brands. a. family b. captive c. individual d. private label

A. family

ACB Ltd. provides credit to dealers, as well as buyers of Alfresco Automobiles. The marketing function performed in this case is: a. financing. b. exchange. c. distribution. d. risk taking.

A. financing

Cultural differences are particularly important for: a. firms marketing internationally. b. local not-for-profit organizations. c. firms marketing to a specific target market in a single city. d. firms that are marketing to the same segment of consumers for years.

A. firms marketing internationally

Mobile computer tablets were introduced a few years ago. Due to its increasing popularity and high profit levels, the number of companies making these tablets has increased. At the same time, differentiated products for different market segments have begun to emerge. Mobile computer tablets appear to be in the _____ stage of the product lifecycle. a. growth b. introductory c. maturity d. decline

A. growth

In an attempt to expand viewership of the television show Mystery Science Theater 3000 in its early days, the producers encouraged viewers to make copies of the show on video tapes and give them to friends. The closing credits included the words "Keep circulating the tapes!" This is an example of: a. guerrilla marketing. b. cause marketing. c. ambush marketing. d. cloud marketing.

A. guerrilla marketing

The use of unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____. a. guerrilla marketing b. cause marketing c. mass marketing d. cloud marketing

A. guerrilla marketing

The purchase of which of the following products will follow a syncratic pattern? a. Health insurance b. Shampoo c. Lawnmower d. Children's clothes

A. health insurance

Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause is called _____ advertising. a. informative b. persuasive c. reminder d. evaluative

A. informative

Promotional campaigns conducted by a firm during the introductory stage of a product lifecycle generally focus on: a. informing the market about the product and explaining its features. b. reducing the size of the available market through selective advertising. c. comparing the firm's product with those of competitors . d. communicating new and alternate uses for the product.

A. informing the market about the product and explaining its features

Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up rigs running into millions of dollars to start the business. These rigs are examples of: a. installations. b. accessory equipments. c. supplies. d. component parts.

A. installations

Which of the following terms refers to the specialty products of the business market? a. Installations b. Accessory equipments c. Shopping products d. Component parts and materials

A. installations

Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency is called _____ advertising. a. institutional b. product c. retail d. cooperative

A. institutional

During which stage in a product lifecycle does the public become acquainted with the item's merits and begins to accept it? a. Introductory stage b. Growth stage c. Maturity stage d. Decline stage

A. intro stage

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM: a. is easy to pronounce, recognize, and remember. b. is easy to translate into any language. c. accurately describes the products it manufactures. d. can easily be expanded to suit innovative advertising campaigns.

A. is easy to pronounce, recognize, and remember

A disadvantage of using radio as an advertising medium is that: a. it has a highly segmented audience. b. the message cannot be tailored easily to adapt to local preferences. c. it is expensive. d. it lacks flexibility.

A. it has a highly segmented audience

Which of the following is a disadvantage of using public relations as a promotional strategy? a. It involves much effort directed towards non-marketing oriented goals. b. It creates a negative attitude toward a product or company. c. It damages the credibility of a product or company. d. It is a highly expensive method of promotion.

A. it involves much effort directed towards non-marketing oriented goals

Which of the following is true of the practice of homeshoring? a. It reduces a company's spending on health care. b. It increases a company's spending on supplies. c. It increases the amount of energy consumed by the company. d. It increases a company's impact on the environment. q

A. it reduces a company's spending on health care

According to the Young & Rubicam's BrandAsset Valuator model, the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents. a. knowledge b. esteem c. recognition d. differentiation

A. knowledge

Johnson & Johnson manufactures more than 100 brands in nearly 50 product categories. The total number of products they manufacture represents the _____ of its product mix. a. length b. depth c. consistency d. width

A. length

Matching an internal strength with an external opportunity produces a situation known as: a. leverage. b. constraint. c. vulnerability. d. plateau.

A. leverage

The introduction of a new brand into an array of familiar brands for which a consumer has previously set evaluative criteria may create the need for: a. limited problem solving. b. extended problem solving. c. routinized problem solving. d. intensive problem solving.

A. limited problem solving

Dali stationery and office supplies is a market leader in China. The company wants to expand its business and is setting up retail chains in other Asian countries. Which of the following new-product development strategies is being used by the company in the above scenario? a. Market development strategy b. Market penetration strategy c. Product development strategy d. Product diversification strategy

A. market development strategy

More than 90 percent of cereal is consumed at breakfast, but ads for Kellogg's Cracklin' Oat Bran say that it tastes like oatmeal cookies and makes "a great snack anytime." Kellogg's is implementing a strategy of _____ with this product. a. market penetration b. market development c. product development d. product diversification

A. market penetration

Which of the following factors sets the upper limit on demand generated by a particular market segment? a. Market potential of the segment under analysis b. Psychographic characteristics of the population in the segment c. Geographic dispersion of potential customers in the market segment d. Lifestyle characteristics of the population in the segment

A. market potential of the segment under analysis

The performance framework developed by the Boston Consulting Group (BCG) plots: a. market share against market growth potential. b. market attractiveness against number of product lines. c. current market conditions against past trends. d. performance in test markets before a full-scale rollout.

A. market share against market growth potential

The assortment of product lines and individual product offerings a company sells is called its product _____. a. mix b. cluster c. pack d. bunch

A. mix

A buyer's market is characterized by: a. more goods and services than buyers to buy them. b. a small number of firms dominating the production of goods offered. c. practically no competition in the marketplace. d. a single firm producing a major share of the products or services offered.

A. more goods and services than buyers to buy them

Compared to other broadcast media, cable advertising is more likely to attract specialized audiences and permit niche marketing. This characteristic of cable advertising is known as _____. a. narrowcasting b. personalcasting c. crowdcasting d. datacasting

A. narrowcasting

_____ is an imbalance between a consumer's actual and desired states. a. Need b. Attitude c. Affect d. Equilibrium

A. need

A company that chooses to focus its efforts on satisfying only one market segment for profit is using a(n) _____ strategy. a. niche marketing b. societal marketing c. undifferentiated marketing d. mass marketing

A. niche marketing

_____ refers to a company's messages about general management issues. a. Nonmarketing public relations b. Corporate advertising c. Institutional advertising d. Cooperative public relations

A. nonmarketing public relations

The term 'bottom line' is a reference to: a. overall company profitability. b. a firm's social responsibility. c. the limits on marketing budgets. d. the ethical and social viability of marketing.

A. overall company profitability

An example of a firm's strength discovered by a SWOT analysis might be: a. ownership of valuable patents. b. a narrow current product line. c. changing buyer tastes in the marketplace. d. existing government policies favoring the industry.

A. ownership of valuable patents

the ability to transfer title goods or services from marketer to buyer is described as a. ownership utility. b. form utility. c. time utility. d. place utility.

A. ownership utility

Which of the following types of advertising is most likely to be used during the growth stage and the early part of the maturity stage of the product lifecycle? a. Persuasive advertising b. Reminder advertising c. Evaluative advertising d. Retentive advertising

A. persuasive advertising

Business strategist Michael E. Porter identified five competitive forces that influence _____ in a model called Porter's Five Forces. a. planning strategies b. corporate social responsibility c. consumer behavior d. sustainable development

A. planning strategies

Placing a product at a certain point or location within a market in the minds of prospective buyers is known as _____. a. positioning b. social referencing c. value engineering d. optimizing

A. positioning

Starbucks marketing itself as "Premium coffee" is an example of a positioning strategy that is based on _____. a. product class b. product users c. product life cycle stage d. product homogeneity

A. product class

Jenny has been appointed the marketing manager for Spark Cleaning Products. Her job focuses on decisions involving customer service, package design, brand names, and warranties. In this scenario, Jenny is closely associated with the _____ dimension of the marketing planning. a. product strategy b. resource valuation and pricing c. retailing and distribution d. target market

A. product strategy

The marketing philosophy summarized by the phrase "a high-quality product will sell itself" is a characteristic of the _____ era. a. production b. sales c. marketing d. relationship

A. production

Shopping products are: a. products that consumers purchase after comparing competing offers. b. products with unique characteristics that cause buyers to prize those brands. c. products bought in response to unexpected and urgent needs. d. products purchased on the spur of the moment.

A. products that consumers purchase after comparing competing offers

If a company such as J.B. Trucking wanted to avoid marketing myopia, it should define its business as: a. a provider of transportation solutions. b. a trucking company. c. a materials handling company. d. a freight hauling firm.

A. provider of transportation solutions

Which of the following segmentation approaches is most likely to help marketers quantify aspects of consumers' personalities and lifestyles to create goods and services for a target market? a. Psychographic segmentation b. Demographic segmentation c. Geographic segmentation d. Product-based segmentation

A. psychographic segmentation

Which of the following terms refers to the nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio or television? a. Publicity b. Advertising c. Product placement d. Sponsoring

A. publicity

Sharon is purchasing a food processor and has done an extensive research on all the models available in the market. She is convinced about a particular product and is trying to finalize a store from where to make the purchase. Sharon is in the _____ stage of consumer decision process. a. purchase decision and purchase act b. search c. postpurchase evaluation d. problem recognition

A. purchase decision and purchase act

Natural resources, farm produce and lumber constitute _____. a. raw materials b. accessory equipments c. component parts and materials d. installations

A. raw materials

Promotional schemes like frequent shopper programs provide incentives to loyal buyers. Considering Porter's Five Forces model, such offers will: a. reduce the threat of new entrants. b. decrease the rivalry among competitors. c. decrease the bargaining power of the supplier. d. increase the threat of substitute products.

A. reduce the threat of new entrants

Many hotel chains offer free stays and other perks to repeat customers. This is an example of: a. relationship marketing. b. transaction-based marketing. c. interactive marketing. d. social marketing.

A. relationship marketing

54. Rangers, a firm which provides towing service, boasts of a very consistent performance track record and promises a quick and good quality service "anytime, anywhere." According to this information, Rangers is focusing on which of the following variables of service quality? a. Reliability b. Sympathy c. Empathy d. Substitutability

A. reliability

Which of the following actions is shaped by the effective application of learning theory within the marketing strategy context? a. Repeat purchase behavior b. Impulse buying behavior c. Cognitive dissonance d. Domino effect

A. repeat purchase behavior

Star, a supermarket chain, runs print advertisements promoting best deals for different products every week. This is an example of _____ advertising. a. retail b. associative c. referenced d. corporate

A. retail

The facilitating functions of marketing include: a. securing marketing information and financing. b. buying and selling. c. securing market information and storage. d. risk taking and transporting.

A. securing marketing information and financing

A market in which there are more buyers for fewer goods and services is known as a: a. seller's market. b. monopoly. c. buyer's market. d. oligopoly.

A. seller's market

When Tom decided to buy a washing machine, he had very little knowledge of competing products in the market. He searched on the net, talked to his friends, and compared features of different models. Finally, he decided to buy an LG top load, semi-automatic washing machine. This is an example of buying a(n) _____. a. shopping product b. staple c. convenience product d. specialty product

A. shopping product

_____ involves marketing philosophies, policies, procedures, and actions whose primary objective is the enhancement of society. a. Social responsibility b. Customer orientation c. Ethics d. Relationship marketing

A. social responsibility

Carmen is a marketer for a global consumer products company. She is designing a promotional campaign for a foreign market and wants to ensure that the promotional campaign is clearly understood by the target consumers. She is also taking special care to see that the campaign is free from controversies and does not inadvertently offend anyone. In this scenario, Carmen is specifically trying to take into account variables of the country's _____ environment. a. social-cultural b. political-legal c. competitive d. economic

A. social-cultural

The Tostitos BCS National Championship game will feature the top two college football teams competing for the national title. The Tostitos brand name is included in the event's name because Frito-Lay, the manufacturer, paid for: a. sponsorship. b. co-branding rights. c. direct marketing privileges. d. cooperative advertising.

A. sponsorhip

Convenience products that customers constantly replenish to maintain a ready inventory are categorized as: a. staples. b. impulse goods. c. emergency goods. d. shopping products.

A. staples

Microsoft Windows generates considerable income for its parent company but is expensive to support. However, the expense is acceptable because Windows is the world's dominant operating system. Based on this information, Windows would be categorized under the BCG market share/market growth matrix as a: a. star. b. cash cow. c. question mark. d. dog.

A. star

Long-term plans focusing on those organizational objectives that will significantly affect a firm for five or more years are usually referred to as _____ plans. a. strategic b. marketing c. economic d. tactical

A. strategic

The U.S. Sports and Fitness Federation is determining where they should build their permanent training facility. They want it to be located near a populated center but it must also provide ample access to those who don't reside in cities. The federation is engaged in _____ planning. a. strategic b. short-term c. operational d. economic

A. strategic

As per the studies conducted by Roper, the segment of customers who value professional and material goals more than other groups is called: a. strivers. b. devouts. c. altruists. d. fun seekers.

A. strivers

All planning strategies have the goal of creating: a. sustainable competitive advantage. b. undifferentiated markets. c. a market with no distinct segments. d. barriers to market entry.

A. sustainable competitive advantage

A newly married couple is looking to rent an apartment. This decision is most likely to be: a. syncratic. b. made by the husband. c. made by the wife as she will manage the household. d. autocratic.

A. syncratic

An event management company decided to use radio advertising in order to promote an upcoming music festival. The executives of the company suggested various activities that could be used for the radio campaign. These activities are a part of the company's _____. a. tactical planning efforts b. standard operating procedures c. weekly scheduling plans d. unit-wise budgeting plans

A. tactical planning efforts

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit? a. The fixed-sum-per-unit method b. The meeting competition method c. The percentage-of-sales method d. The task-objective method

A. the fixed-sum-per-unit method

Engel's laws state that, as household income increases: a. the percentage of income spent on items such as recreation and education increases. b. the percentage of income spent for clothing and household operations increases. c. the percentage of income spent on medical and personal-care decreases. d. the percentage of income spent on food remains constant.

A. the percentage of income spent on items such as recreation and education increases

The determination of whether pencils are consumer products or business products is based on: a. the purpose for which the pencils are purchased. b. the number of pencils purchased. c. the place where the pencils are purchased. d. the total price paid for the pencils.

A. the purpose for which the pencils are purchased

Buying and selling are: a. the two exchange functions of marketing. b. physical distribution functions. c. exchange and distribution functions, respectively. d. distribution and exchange functions, respectively.

A. the two exchange functions of marketing

Supermarkets usually display items such as candies, gums, and magazines near the checkout counter because: a. they tend to be purchased on the spur of the moment. b. they can be replenished easily on short notice. c. of the prestige associated with their ownership. d. they are closely evaluated prior to purchase.

A. they tend to be purchased on the spur of the moment

Which of the following is most likely to break through a person's perceptual screen? a. Unique packaging b. Black-and-white classified ad c. Simple message, simple background d. Fewer colors used in an ad

A. unique packaging

Products marketed to consumers who may not yet recognize a need for them are called _____ products. a. unsought b. impulse c. convenience d. specialty

A. unsought

The first step of the marketing planning process involves: a. writing the mission statement. b. establishing organizational objectives. c. formulating a marketing plan. d. hiring a senior planner.

A. writing the mission statement

A _____ brand refers to a brand name owned by a manufacturer or a producer. a. private b. generic c. national d. captive

A.private

Which of the following best represents a mission statement? a. U.S. Army: Be all that you can be b. Bass Pro Shop: To be the leading merchant of outdoor recreational products, inspiring people to love, enjoy, and conserve the great outdoors c. Kellogg's: Breakfast cereals at a price everyone can afford d. Walmart: Stores big enough to make shopping interesting for every family member

B. Bass pro shop

The business philosophy incorporating the marketing concept that emphasizes first determining unmet consumer needs and then designing a system for satisfying them is known as: a. customer persuasion. b. consumer orientation. c. aggressive marketing. d. sales orientation.

B. Consumer orientation

ch1 Noel PVt. LTd combines metal,rubber, other components in production of appliances. In doing so the company creates __ utility a. ownership b. form c. place d. time

B. Form

Which of the following holds true regarding relationship marketing? a. It applies only to individual consumers and employees. b. It affects distributors as well as other types of corporate partnerships. c. It does not allow marketers and customers to customize their communication. d. It is a buyer-seller communication in which the marketer controls the amount and type of information received from a customer.

B. It affects distributors as well as other types of corporate partnerships

Which of the following is a disadvantage of using direct marketing as a promotional strategy? a. It generates a delayed consumer response. b. It is expensive as it involves high cost per reader. c. It does not allow the use of customized, personal messages. d. It covers a small audience with targeted advertising.

B. It is expensive as it involves high cost per reader

Which of the following is true regarding marketing? a. The marketing concept emphasizes creating and maintaining short-term successful relationships with customers and suppliers. b. Marketing encompasses such a broad scope of activities and ideas that settling on one definition is often difficult. c. Marketing refers to an activity in which two or more parties give something of value to each other to satisfy perceived needs. d. The marketing concept is a belief that consumers will resist purchasing nonessential goods and services.

B. Marketing encopmasses such a broad scope of activities and ideas that settling on one definition is often difficult

The most obvious distinction between not-for-profit and for-profit organizations is: a. not for-profit organizations have more exact marketing goals. b. not-for-profit organizations have a different view of what constitutes the bottom line. c. customers of not-for-profit organizations have more control. d. not-for-profit organizations market services not goods.

B. NFP orgs have a different view of what constitutes the bottom line

Which of the following statements is correct regarding not-for-profit organizations? a. The sole common factor between not-for-profit organizations and for-profit firms is the financial bottom line. b. Not-for-profit organizations hope to generate as much revenue as possible to support their causes. c. Not-for-profit organizations are all found in the public sector. d. Historically, not-for-profit firms have had more exact goals and marketing objectives than for-profit firms.

B. Not-for-profit organizations hope to generate as much revenue as possible to support their causes

Be Wise is an insurance firm that helps people save money for retirement and health purposes. It markets its health and life insurance products with a tag line "save for future." Be Wise is trying to address which of the following needs in the Maslow's hierarchy of needs? a. Esteem needs b. Safety needs c. Physiological needs d. Social needs

B. Safety needs

Which of the following is true of culture in the United States today? a. The basic core values in the American society have changed to collectivism and spirituality. b. The American culture still emphasizes the importance of family and home life despite changes in the family structures over the years. c. The marketing strategies that are successful in one state can be extended to other states as well due to lack of diversity among different American states. d. The U.S. culture is composed of relatively few subcultures compared to other developed nations.

B. The american culture still emphasizes the importance of family and home life despite changes in the family structures over the years

Which of the following statements concerning the global marketplace is true? a. The global marketplace is diminishing because of Internet technology. b. The global marketplace is growing because of trade agreements. c. The global marketplace is growing due to the threat of the ability of a single nation to manufacture, supply, and consume all that it produces. d. The global marketplace is growing owing to the talent shortage in the home countries of national companies.

B. The global marketplace is growing because of trade agreements

Business strategies are impacted by the widespread use of the Internet. Which of the following is true with respect to its impact? a. The Internet has eliminated all forms of substitution threats. b. The Internet has reduced barriers to market entry. c. The Internet has reduced the bargaining power of end-users. d. The Internet has reduced consumer awareness about the differences among competitors.

B. The internet has reduced barriers to market entry

Which of the following is a basic requirement for effective market segmentation? a. The firm must avoid focusing on consumer-dependent variable, such as discretionary income, while conducting market segmentation. b. The market segment must present measurable purchasing power and size. c. The company must expand beyond its marketing capabilities to capture those market segments that have reached the maturity stage in the product life cycle. d. The company must target a large number of small market segments so that they can develop effective strategies to appeal to them.

B. The market segment must present measurable purchasing power and size

The management at Bubblez, a beverage manufacturer, is deciding on whether to buy a purification plant and a bottling unit. Using the business products classification system, which of the following is most likely to be true of the management's decision? a. The price of the product will be the sole deciding factor in the management's decision. b. The quality of the product will be a very important deciding factor in the management's decision. c. The decision will involve very little planning or research. d. The decision will be quickly because the purchase frequency of such products is high.

B. The quality of the product will be a very important deciding factor

Product placement is a form of non-personal selling where: a. a company pays a fee to have its products displayed prominently at department stores. b. a company pays a fee to have its products displayed prominently in a film or TV show. c. a company engages in promotional tie-ins with other firms through co-branding. d. a company positions its TV commercials during prime hours for its target market.

B. a company pays a fee to have its products displayed prominently in a film or TV show

In the context of the business products classification system, which of the following group of products is typically promoted through advertisements rather than through personal selling? a. Installations b. Accessory equipments c. Component parts and materials d. Raw materials

B. accessory equipments

In the context of the business products, capital items that typically cost less and last for shorter periods than installations are called _____. a. shopping products b. accessory equipments c. supplies d. impulse products

B. accessory equipments

The VALS system will categorize consumers who are influenced by symbols of success as: a. action-motivated consumers. b. achievement-motivated consumers. c. principle-motivated consumers. d. self-expression motivated consumers.

B. achievement-motivated consumers

Which of the following is a psychographic category created by the VALS system that categorizes consumers by characteristics that correlate with purchase behavior? a. Altruists b. Achievers c. Intimates d. Devouts

B. achievers

56. Which of the following terms refers to a series of stages consumers go through in learning about a new product, trying it, and deciding whether to purchase it again? a. Product life cycle b. Adoption process c. Product development process d. Diffusion process

B. adoption process

Paid, nonpersonal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____. a. sales promotion b. advertising c. product placement d. direct marketing

B. advertising

Which of the following methods of promotion is most likely to be used for promoting a consumer product targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional messages? a. Trade promotion b. Advertising c. Trade shows d. Personal selling

B. advertising

The application of relationship marketing requires attention to levels of customer loyalty. Which of the following is the highest level as defined by this type of marketing? a. Loyal supporter of the company and its goods and services. b. Advocate who not only buys the products but recommends them to others. c. Regular purchaser of the company's products. d. Stockholder who literally buys into the organization and its mission.

B. advocate who not only buys the products but recommends them to others

Which of the following scenarios best illustrates reinforcement in purchasing decisions? a. A chef purchases mushrooms for a second time from a wholesaler, even though the first order was disappointing. b. An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service. c. A needle on the gas gauge signals a driver to pull into a gas station. d. The smell of hot dogs at a ballpark induces an obese man to order "a dog with everything on it."

B. an appliance distributor

Fresh, a company that manufactures personal care products such as soaps and shampoos, decides to produce and market dishwashing liquid and cleaners. This decision of the company represents: a. an increase in product mix depth. b. an increase in product mix width. c. an increase in the product mix consistency. d. an increase in the product lifecycle.

B. an increase in product mix width

An individual's reference group is most likely to influence his purchase decision while buying a(n) _____. a. external hard drive b. automobile c. frozen dinner d. latte

B. automobile

A characteristic of a good brand name is that it should: a. avoid giving buyers the correct connotation of the product's image. b. be easy to recognize and remember. c. always be an acronym. d. be difficult to pronounce.

B. be easy to recognize and remember

5. The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise. a. brand recognition b. brand insistence c. brand awareness d. brand preference

B. brand insistence

A frequent flyer program used by an airline is an example of _____. a. segmentation by benefits sought b. brand loyalty segmentation c. psychographic segmentation d. socioeconomic segmentation

B. brand loyalty segmentation

The lumber that a carpenter purchases to make a table for a customer can be classified as a(n): a. impulse product. b. business product. c. consumer good. d. final product.

B. business product

When a product is used in the production of another good that is destined for resale, the product is considered as a(n): a. consumer product. b. business product. c. end product. d. used product.

B. business product

Which of the following forms the first half of the exchange process? a. Standardizing b. Buying c. Selling d. Storing

B. buying

Some Florida drivers have license plates that say "Save the Manatee." This is an example of _____ marketing. a. organization b. cause c. place d. event

B. cause

Which of the following is true of using publicity as a promotional strategy? a. Companies have to spend more for publicity than advertising or personal selling. b. Companies have less control over whether the press publishes good or bad news. c. Consumers tend to believe more in company-disseminated information than in publicity-generated news. d. Companies tend to view all kinds of publicity—good or bad—as profitable for the company's reputation and its brand equity.

B. companies have less control over whether the press publishes good or bad news

American Express, a large firm with many financial products, recently introduced two new credit cards designed for very specific markets: The Knot, for engaged couples, and The Nest, for newlyweds. This is an example of _____ marketing. a. undifferentiated b. concentrated c. mass d. societal

B. concentrated

The Asch phenomenon states that individuals will: a. follow their personal influences more closely than any other influence. b. conform to majority rule, even if it contradicts their beliefs. c. purchase products that the majority deems unfit. d. avoid problem-solving behavior for all purchases.

B. conform to majority rule, even if it contradicts their beliefs

Which of the following is true of convenience products? a. Consumers generally don't have prior need recognition of convenience products before purchasing them. b. Consumers generally tend to purchase convenience products immediately and with minimal effort. c. Consumers tend to buy convenience products after a long-term evaluation of competing products in the market. d. Consumers tend to buy convenience products because of the prestige associated with their ownership.

B. consumers generally tend to purchase convenience products immediately and with minimal effort

Japanese automaker, Subaru, generates more than half of its sales in just four states (Alaska, Colorado, Maine, and Washington). These states constitute Subaru's: a. primary market. b. core region. c. secondary market. d. capital region.

B. core region

When marketing partners share the cost of a promotional campaign that meets their mutual needs, they are said to be engaged in: a. ambush marketing. b. cross-promotion. c. guerrilla promotion. d. personal selling.

B. cross-promotion

Effective relationship marketing often involves: a. inside information about competitors that is not in the public domain. b. databases to track customer preferences. c. large advertising budgets aimed solely at end-users. d. internal sources of performance-related data.

B. databases to track customer preferences

Companies that adopt category management system start the process by: a. setting performance standards and measuring actual results against the standard. b. defining the category based on the target market's needs. c. staffing the sales force, including the national sales teams assigned to major retailers. d. identifying consumer groups and the store clusters with the greatest sales potential.

B. defining the category based on the target market's needs

Socioeconomic market segmentation is another name for _____ segmentation. a. product-related b. demographic c. psychographic d. geographic

B. demographic

The most common method of market segmentation is: a. product based segmentation. b. demographic segmentation. c. economic segmentation. d. psychographic segmentation.

B. demographic segmentation

A _____ marketing strategy focuses on producing several products and pricing, promoting, and distributing them with several marketing mixes designed to satisfy smaller segments. a. mass b. differentiated c. societal d. demographic

B. differentiated

Oscar Mayer, a marketer of a variety of meat products introduced Lunchables, a product specifically aimed at children. This is an example of: a. undifferentiated marketing. b. differentiated marketing. c. mass marketing. d. micromarketing.

B. differentiated marketing

Based on the Young & Rubicam's BrandAsset Valuator model, _____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors. a. knowledge b. differentiation c. relevance d. competence

B. differentiation

When Sara went to a convenience store to get her weekly grocery shopping done, she got a free sample of a new cereal that had just been introduced in the market. This information indicates that the cereal manufacturer is employing _____ to promote its product. a. survey sampling b. direct sampling c. panel sampling d. quota sampling

B. direct sampling

Maxwell has been promoted to an upper-level management position at QVC. He will be involved in matters relating to transportation media, order processing, and development of marketing channels. Maxwell is involved in developing _____ strategies for the marketing team. a. product b. distribution c. promotional d. test marketing

B. distribution

When Sara developed a headache due to stress just before an important sales presentation, she quickly bought an aspirin from a nearby pharmacy. This is an example of buying a(n) _____. a. shopping product b. emergency good c. staple d. impulse good

B. emergency good

Marketers applying a positioning strategy want to: a. make their product look as much like the market leader as possible. b. emphasize a product's unique advantages and differentiate it from competitors' options. c. identify the different product attributes desired by different market segments. d. target only the loyal users of the product.

B. emphasize a product's unique advantages and differentiate it from competitors' options

A company that manufactures frozen food items is employing the shaping process to get consumers to try its products. The free samples offered by the company along with discount coupons have been received well by the consumers. The next step in the shaping process is to: a. motivate the customers to make repeat purchases at moderate costs. b. entice the customers to buy the product at low prices with little financial risk. c. sell the product at moderate costs with no additional discount coupons. d. sell the product at its true price to the customers.

B. entice the customers to buy the product at low prices with little financial risk

Product features that consumers consider while choosing among alternatives are known as the: a. evoked sets. b. evaluative criteria. c. heuristics. d. problem sets.

B. evaluative criteria

As an official sponsor of the Olympics, the Coca-Cola Company engages in _____ marketing. a. place b. event c. person d. organization

B. event

Intimates" is a segment of consumers identified by Roper and it consists of those people who value: a. professional and material goals. b. family and personal relationships. c. duty and tradition. d. knowledge and education.

B. family and personal relationships

What is the role of marketing in sustainability efforts? a. Firms stand to exploit newer markets that are opened up to them. b. Firms gain credibility from their efforts to protect the environment. c. Firms can expect to save on costs incurred in discarding older, ineffective technology in favor of newer, state-of-the-art technology. d. Firms can increase their profitability by enhancing their carbon-footprint.

B. firms gain credibility from their efforts to protect the environment

49. Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share. These new offerings are called _____ brands. a. universal b. flanker c. conjoint d. congruous

B. flanker

Indigo Ltd. wanted to increase its customers by applying the marketing concept. Which of the following would be an appropriate way to apply this approach? a. Maximize production of goods b. Focus on meeting the needs of the consumers c. Offer more product variety than competitors d. Produce high quality goods

B. focus on meeting the needs of the customers

CoreLogix Inc., has segmented the market as per product usage rates. They have also developed the relevant profile for each of their segments. What would be the next logical step for them in this process of segmentation? a. Commit resources in developing one or more segments b. Forecast market potential c. Forecast probable market share d. Design specific marketing strategy

B. forecast market potential

Creating __ utility is the responsibility of the production function a. place b. form c. time d. ownership

B. form

According to the AIDA concept, which of the following is the first function of a promotional message? a. Arousing interest in the good or service b. Gaining the potential consumer's attention c. Stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs d. Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase

B. gaining the potential consumer's attention

"The Millennial Generation" is also known as _____. a. the Baby Boomers generation b. Generation Next c. Generation X d. the Tweens generation

B. generation next

Delite, a food and beverage company, is launching a new range of frozen food. The marketing department at Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy? a. Design ads for the print and electronic media for maximum reach b. Identify wants and needs of consumers c. Establish the product as a superior addition to the existing product range d. Isolate parts of the promotional mix and allocate them to appropriate departments

B. identify needs and wants of consumers

Which of the following is the first main activity involved in benchmarking? a. Comparing internal processes to those of industry's performance leaders b. Identifying the strengths and weaknesses of a firm's internal processes c. Implementing changes for quality improvement d. Identifying critical market segments

B. identifying the strengths and weaknesses of a firm's internal process

Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by: a. attempting to convince consumers that certain attributes are more important than others in deciding which product to buy from among an array of them. b. identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria. c. trying to get the customer to reduce the size of the evoked set to exclude many of the choices. d. attempting to convince the consumer to spend more than what was budgeted for the purchase to acquire more features they might prefer.

B. identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria

Zara Inc., a well-known cosmetics manufacturer, introduced its anti-wrinkle cream in the Asian market after its sales in the European market leveled out due to stiff competition from rival products. This is an attempt to extend product lifecycle by: a. increasing the frequency of use. b. increasing the number of users. c. finding new uses. d. changing product quality.

B. increasing the number of users

Pond's and Sunsilk beauty products, marketed by Unilever, are examples of _____ brands. a. family b. individual c. generic d. captive

B. individual

Nokia is set to launch a new model of smartphones. Which of the following types of promotion should Nokia employ to drive initial sales for its new model? a. Reminder advertising b. Informative advertising c. Persuasive advertising d. Evaluative advertising

B. informative advertising

33. Bubbles, a major player in the beverage industry, is currently negotiating the purchase of a purification plant and a bottling unit. This is an important investment for Bubbles and the products have been designed specifically for them. Which of the following types of products is being purchased by Bubbles? a. Accessory equipments b. Installations c. Component parts and materials

B. installations

The American Heart Association runs ads in major magazines promoting its mission and successes. These ads are examples of _____ advertising. a. cooperative b. institutional c. ambush d. persuasive

B. institutional

Think Green, a not-for-profit organization, promotes its "go vegan" lifestyle by publishing advertisements in the print media as well as electronic media. This is an example of _____ advertising. a. product b. institutional c. retail d. cooperative

B. institutional

Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is considered: a. impersonal. b. interpersonal. c. personal. d. institutional.

B. interpersonal

Operational planning: a. should be used to establish the fundamental strategies of the organization. b. is used to determine departmental rules and procedures. c. is the primary responsibility of the top management. d. should be completed at the same time the total budget is prepared.

B. is used to determine departmental rules and procedures

A product is generally regarded as a global brand if: a. it is sold exclusively by a single retail chain worldwide. b. it sells at least 20 percent outside its home country. c. it can market its products with the same brand name in all its international markets. d. it is easily recognized across the world by its unique trademark.

B. it sells at least 20 percent outside its home country

A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses. a. brand mark b. label c. brand token d. watermark

B. label

47. Which of the following products is most likely to be promoted through advertisements rather than through personal selling? a. Oil rigs b. Laptops c. Raw cotton d. Mineral ores

B. laptops

fame-us is a talent hunt agency focusing on the youth looking to enter Hollywood. as part of their marketing strategy, fame-us generate time and place utility by a. creating a nationwide advertising campaign to attract applicants. b. launching roadshows across cities and conduct talent hunts at campuses during Thanksgiving. c. endorsing their services using famous celebrities from Hollywood. d. opening a well-equipped studio with pre and post-production facilities.

B. launching roadshows across cities and conduct talent hunts at campuses during Thanksgiving

Dayer's, a popular ice cream brand, added new flavors to their existing line of ice creams to attract kids. This is an example of _____. a. brand extension b. line extension c. brand engagement d. line engagement

B. line extension

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____. a. line engagement b. line extension c. brand extension d. brand engagement

B. line extension

In the relationship era, firms focus on: a. short-term relationships with suppliers. b. long-term relationships with customers and suppliers. c. short-term relationships with customers and suppliers. d. short-term relationships with customers.

B. long-term relationships with customers and suppliers

Which of the following is a disadvantage of using television as an advertising medium? a. Ineffective impact of the promotional message on viewers b. Loss of control of the promotional message to the telecaster c. Inability to attain mass coverage d. Inability to repeat messages

B. loss of control of the promotional message to the telecaster

Places where more than half the population is a single racial or ethnic group other than non-Hispanic white are called as _____. a. minority counties b. majority-minority counties c. majority counties d. native-majority counties

B. majoirty-minority counties

A _____ strategy concentrates on finding new markets for existing products. a. market penetration b. market development c. product development d. product diversification

B. market development

Mobile marketing refers to: a. running promotional campaigns on transport media like trains and airplanes. b. marketing messages transmitted via wireless technology. c. promoting associated products or services alongside mobile technologies. d. the use of online social media as a communications channel for marketing messages.

B. marketing messages transmitted via wireless technology

The _____ is the organizational program for selecting a target market and satisfying customers in that market through the marketing mix. a. operational plan b. marketing strategy c. relationship marketing approach d. short-term plan

B. marketing strategy

The "empty nest" stage in the family lifecycle includes: a. young unmarried people. b. married couples whose children are living on their own. c. married couples with children in their growing years. d. newly married couples without children.

B. married couples whose children are living on their own

ch12 Marketers acknowledge a broader conception of product; they realize that people buy want satisfaction. Using this broad concept, a television set is a(n): a. obsolete technology in comparison with the Internet. b. means of providing entertainment. c. lucrative item for appliance stores. d. machine used to receive broadcast signals.

B. means of providing entertainment

Setting the timing and sequence for a series of advertisements is known as: a. media sourcing. b. media scheduling. c. media polarizing. d. media programming.

B. media scheduling

Which of the following statements is true regarding micromarketing? a. Micromarketing techniques are mostly used by mass marketers. b. Micromarketing is more narrowly focused than concentrated marketing. c. Micromarketing is also called undifferentiated marketing. d. Micromarketing involves producing a single product and marketing it in the same way to all potential customers.

B. micromarketing is more narrowly focused than concentrated marketing

Employees of Popsie Inc., a small grocery store chain, are working on its tactical plans. The personnel most involved in this level of its planning process would be its: a. top management, such as the owner. b. middle management, such as the merchandising and advertising managers. c. store managers. d. supervisory management, such as shift managers and night auditors.

B. middle management, such as the merchandising and advertising managers

When groups establish values and behaviors they deem appropriate for their members, those values and behaviors are called group _____. a. cliques b. norms c. dyads d. shifts

B. norms

Autonomic role in decision making differs from syncratic role as autonomic role: a. occurs when the husband makes most of the purchase decisions. b. occurs when the partners independently make equal number of purchase decisions. c. occurs when the wife is allowed to make certain purchase decisions independently. d. occurs when both the partners jointly make purchase decisions.

B. occurs when the partners independently make equal number of purchase decisions

Marketers can attempt to shape the outcome of the post purchase evaluation by: a. helping consumers to identify potential problems or needs. b. offering personal assistance with any problem experienced with the product. c. attempting to convince consumers that a competing brand does not meet their criteria. d. trying to get consumers to expand their evoked sets to include their product.

B. offering personal assistance with any problem experience with the product

An alliance between a not-for-profit organization and a for-profit organization: a. rarely benefits either party. b. often benefits both parties. c. typically benefits the not-for-profit more than the for-profit. d. typically benefits the for-profit more than the not-for-profit.

B. often benefits both parties

A university sells customized sweat shirts, pull overs, and jerseys to its students and staff. This is an example of _____. a. cause marketing b. organization marketing c. person marketing d. event marketing

B. organization marketing

Melissa is campaigning for Janet, her friend, who is contesting for the presidency of the student council at Riverdale Junior College. Melissa's effort is an example of _____ marketing. a. cause b. person c. place d. organization

B. person

18. Which of the following terms best represents an interpersonal influence process that involves a seller's promotional presentation conducted on a face-to-face basis with the buyer? a. Social referencing b. Personal selling c. Mass marketing d. Advertising

B. personal selling

Which of the following is the oldest form of promotion? a. Product placement b. Personal selling c. Guerrilla marketing d. Ambush marketing

B. personal selling

Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea, or cause is called _____ advertising. a. informative b. persuasive c. ambush d. evaluative

B. persuasive

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla tracking tours. This is an example of _____. a. form utility creation b. place marketing c. organization utility d. sports marketing

B. place marketing

ch2 The process of anticipating future events and conditions and determining the best way to achieve organizational objectives is known as: a. retrospecting. b. planning. c. archiving. d. correlating.

B. planning

A bill passed by the government stipulates the mandatory use of revised engine mapping and particulate filters in the automobile industry. Which of the following factors of the marketing environment has affected the automobile industry in this scenario? a. competitive b. political-legal c. economic d. social-cultural

B. political-legal

A _____ is an urbanized county or set of counties with social and economic ties to nearby areas. a. consolidated micropolitan statistical area b. primary metropolitan statistical area c. core based statistical area d. consolidated metropolitan statistical area

B. primary metropolitan statistical area

In which of the following steps of the consumer decision-making process does the marketer try to help prospective buyers identify and identify potential needs? a. Search b. Problem or opportunity recognition c. Evaluation of alternatives d. Postpurchase evaluation

B. problem or opportunity recognition

A newly opened spa uses a print ad to promote the service packages it offers to customers. This is an example of _____ advertising. a. retail b. product c. institutional d. corporate

B. product

Non-personal selling of a particular good or service is called _____ advertising. a. institutional b. product c. corporate d. retail

B. product

The four basic determinants of a market-specific segmentation strategy include company resources, competitors' strategies, stage in the product lifecycle, and: a. product demand. b. product homogeneity. c. environmental constraints. d. organizational efficiencies.

B. product homogeneity

A _____ often leads new-product development programs, including creation of new-product ideas and recommendations for improving existing products. a. product architect b. product manager c. category manager d. product analyst

B. product manager

Specialty products are: a. products marketed to consumers who may not yet recognize a need for them. b. products with unique characteristics that cause buyers to prize those brands. c. products bought in response to unexpected and urgent needs. d. products purchased on the spur of the moment.

B. products with unique characteristics that cause buyers to prize those brands

According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an understanding of the two key factors of: a. learning levels and group power. b. psychological makeup and inputs from others. c. attitudes and perception. d. reference groups and group norms.

B. psychological makeup and inputs from others

71. A local newspaper is planning to come up with a special series on the growth of entrepreneurship within the community. Each week an article featuring a different business owner and his or her success story will be published. For the featured business owners, this type of promotion would constitute _____. a. sales promotion b. publicity c. trade promotion d. direct selling

B. publicity

_____ refers to exaggerated claims of a product's superiority or the use of subjective or vague statements that may not be literally true. a. Infiltrating b. Puffery c. Boosterism d. Crowdsourcing

B. puffery

Which of the following is true of specialty products? a. Purchasers are usually bargain hunters who are not willing to pay much. b. Purchasers begin shopping with complete information of the desired product. c. Purchasers tend to exert minimal effort to obtain the desired product. d. Purchasers generally accept substitutes if the desired product is unavailable.

B. purchasers begin shopping with complete information of the desired product

The BCG market share/market growth matrix classifies products with a low relative share of a high-growth market as _____. a. stars b. question marks c. cash cows d. dogs

B. question marks

In communicating a promotional message, decoding refers to the: a. translation of the message into understandable terms and transmitting it through the communication channel. b. receiver's interpretation of the message transmitted through the communication channel. c. receiver's response to the message transmitted through the communication channel. d. noise that interferes with the transmission of the message through the communication channel.

B. receiver's interpretation of the message transmitted through the communication channel

When marketers apply quantity control standards, they are: a. engaging in the process of exchange. b. reducing the need for purchasers to inspect each item they purchase. c. determining the amount an individual will be allowed to buy on credit. d. developing channels of distribution for a product.

B. reducing the need for purchasers to inspect each item they purchase

In marketing, the term product: a. refers only to tangible items that can be seen, tasted, or touched. b. refers to a broad concept encompassing the satisfaction of consumer needs. c. limits itself to include goods alone. d. excludes package design, brand name, or warranty from its purview.

B. refers to a broad concept of encompassing the satisfaction of consumer needs

Advertising that reinforces previous promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public is called _____ advertising. a. ambush b. reminder c. informative d. guerrilla

B. reminder

When Think Green, a not-for-profit organization, realizes that its campaign for a "go vegan" lifestyle has lost its steam; it decides to renew the campaign by holding an international culinary contest for the best vegetarian recipe. This is an example of _____ advertising. a. informative b. reminder c. evaluative d. retentive

B. reminder

Which of the following types of advertising is most likely to be used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle? a. Informative advertising b. Reminder advertising c. Associative advertising d. Persuasive advertising

B. reminder advertising

The Poison Prevention Packaging Act: a. requires firms to mandatorily inform customers regarding the dangers associated with the use of products. b. requires drug manufacturers to place their products in packages that are child resistant yet accessible to all adults. c. bans those products that contain harmful chemicals. d. requires firms to publicize the testing procedures that go into the development of their product packaging.

B. requires drug manufcatureres to place their products in packages that are child resistant yes accessible to all adults

The 80/20 principle states that: a. market segmentation succeeds 80 percent of the time and fails the remaining 20 percent of the time. b. roughly 80 percent of total product sales come from 20 percent of customers. c. nearly 80 percent of the market segment is generally tapped within first 10 years of the introduction of the product, and 20 percent remains unreached. d. 80 percent of the market can be segmented, and 20 percent cannot.

B. roughly 80 percent of total product sales come from 20 percent of customers

Helene made sure that her company car was equipped with OnStar devices in case she ever has car trouble or gets lost while traveling between appointments. Which level of Maslow's hierarchy of needs is Helene addressing? a. Social needs b. Safety needs c. Esteem needs d. Self-actualization needs

B. safety needs

A jewelry house organizes an amateur jewelry designing contest to promote the launch of its new range of bridal jewelry. This is an example of: a. advertising. b. sales promotion. c. direct marketing. d. personal selling.

B. sales promotion

Which function of marketing helps marketers determine what consumers want and need and how to offer goods and services to satisfy them? a. Financing b. Securing market information c. Risk taking d. Standardizing and grading

B. securing market information

Which of the following acts as the source of the message communicated to the receiver in the communication process? a. Decoder b. Sender c. Messenger d. Sponsor

B. sender

Which of the following is true of services? a. Services are tangible. b. Services are inseparable from service providers. c. Companies can easily standardize services. d. Services are nonperishable.

B. services are inseparable from service providers

When a firm contributes to environment protection and human welfare programs, which type of behavior is it exhibiting? a. Relationship marketing b. Social responsibility c. Economic neutrality d. One-to-one marketing

B. social responsibility

Which of the following factors contributed to the transition from the production era to the sales era? a. Increased consumer demand b. Sophisticated production techniques c. Increase in urbanization d. The Great Depression

B. sophisticated production techniques

Which of the following is a method of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of each? a. Zapping b. Split run c. Crowdsourcing d. Unaided recall test

B. split run

Which of the following would be an example of niche marketing? a. Frito-Lay introducing a commercial for its new flavor "Cream-n-Onion" in India b. Standard Chartered bank advertising its newly devised investment solution options in The Economist c. A firm hiring people to hand out flyers about its new product at a shopping mall d. A firm advertising a new brand of biscuits on hoardings

B. standard chartered bank advertising its newly devised investment solution options in the economist

General Electric's NBC division acquired Universal Studios and the highest executive who approved this acquisition was most likely GE's CEO. This decision is the direct result of _____ planning process at GE. a. tactical b. strategic c. operational d. technological

B. strategic

As chief executive of Stalwart Shipfitting Company, a diversified producer of marine supplies and equipment, John needs a method for spotting promising product lines that warrant commitment of additional resources, as well as those that should be removed from the firm's product portfolio. A good choice for this firm at this stage would be to use: a. computer models. b. strategic business units. c. a marketing audit. d. an industry analysis.

B. strategic business analysis

The limited occasions when the key requirements of a market and the particular competencies of a firm best fit together are referred to as: a. barriers to entry. b. strategic windows. c. question marks. d. threats.

B. strategic windows

A SWOT analysis is designed to reveal, among other things, a firm's core competencies, which reflect its: a. threats. b. strengths. c. opportunities. d. vulnerabilities.

B. strengths

Preparation of quarterly and semiannual plans by personnel such as the general sales manager or advertising director would be classified as _____ planning. a. consumer b. tactical c. procedural d. operational

B. tactical

Relationship marketing relies heavily on: a. mass marketing and global promotions. b. technology to store customer data and to customize products/services. c. strategic alliances and creating competitive advantage. d. aligning business goals with a social cause.

B. technology to store customer data and to customize products/services

The AIDA concept refers to the steps in: a. the development of an IMC program. b. the consumer purchase decision process. c. the distribution of a product. d. the production of a product.

B. the consumer purchase decision process

Decisions relating to the product strategy primarily revolve around _____. a. the promotional offers that would increase the visibility of the product in the market b. the features of the products being released in the market c. the choice of high/low or everyday low pricing by the company d. the selection of wholesalers and retailers to transport the stock to the market

B. the features of the products being released in the market

Bell Weddings was the company that pioneered the wedding planning industry. The owners realized that customizing weddings to the wishes of the families, taking charge of the responsibilities, and creating a day that is memorable for clients was an incredible business venture. The case of Bell Weddings illustrates the value of _____. a. organizational vulnerabilities b. the first mover strategy c. operating plans d. portfolio analysis

B. the first mover strategy

Which of the following is true of celebrity testimonials? a. The most effective celebrity testimonial ads use the most popular celebrity regardless of his/her credibility as a message source. b. The most effective celebrity testimonial ads link the celebrity and the advertised good or service. c. The most effective celebrity testimonial ads feature those celebrities who endorse the most number of products. d. The celebrity testimonial ads tend to be effective only when they are displayed in print media.

B. the most effective celebrity testimonial ads link the celebrity and the advertised good or service

Which of the following would fall under the category of personal determinants of consumer behavior? a. The culture in which a person is raised b. The needs and motives of the individual c. The subculture to which one belongs d. The reference groups that the individual looks up for guidance

B. the needs and motives of the individual

Consumers are more likely to experience cognitive dissonance when: a. the purchase has been made at discount prices. b. the purchase decision has potential economic consequences. c. the purchased product has routine uses. d. the product company offers excellent after-sales service.

B. the purchase decision has potential economic consequences

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to: a. the extent of consumer awareness of a brand and understanding of what kind of product it stands for. b. the real and perceived appropriateness of a brand to a big consumer segment. c. the way in which brand equity is assigned to the brand by evaluating institutions. d. a brand's ability to stand apart from competitors.

B. the real and perceived appropriateness of a brand

In the learning process, reinforcement is: a. the expected change in behavior that results from experience. b. the reduction in drive that results from a proper response. c. an individual's reaction to a set of cues. d. any strong stimulus that impels action.

B. the reduction in drive that results from a proper response

Five years ago, Joshua spent 28 percent of his $45,000 yearly income on his bachelor apartment. Today, Joshua is earning $60,000 annually. According to Engel's laws, the percentage of income he will spend on his new apartment will be: a. more than 70 percent. b. the same as it was back then -- about 28 percent. c. about 50 percent. d. less than 10 percent.

B. the same as it was back then -- about 28 percent

The looking-glass self is defined as: a. the objective view of oneself. b. the way an individual thinks others see him or her. c. the way an individual views himself or herself. d. the ideal view one has of oneself.

B. the way an individual thinks others see him or her

_____ is the largest metropolitan area in the world. a. New York b. Tokyo c. Mexico City d. London

B. tokyo

The leaping jaguar symbol, featured on cars of a particular brand, is a part of the brand's: a. service mark. b. trade dress. c. watermark. d. trade token.

B. trade dress

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium? a. Miller test b. Unaided recall test c. Risk-utility test d. Oakes test

B. unaided recall test

(n) _____ gathers a group of specialists from different areas in an organization to work together in developing new products. a. quality circle b. venture team c. new-product department d. market development committee

B. venture team

Which of the following is an example of personal selling? a. Banners on websites b. Videoconferencing c. Print ads d. Hoardings

B. videoconferencing

61. The number of product lines a firm offers is referred to as the _____ of its product mix. a. depth b. width c. volume d. length

B. width

Which of the following holds true when not-for-profit organizations are compared with for-profit organizations? a. Not-for-profit organizations tend to focus their marketing on just one public-their customers. b. Not-for-profit organizations often possess some degree of monopoly power in a given geographical area. c. Not-for-profit organizations depend on strategic alliances with for-profits to provide advertising and visibility. d. A service user of a not-for-profit organization may have more control over the organization's destiny than customers of a profit-seeking firm.

B.Not-for-profit orgs often possess some degree of monopoly power in a given geographical area

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising. a. cooperative b. comparative c. retail d. institutional

B.comparative

In which of the following types of MPR, the marketer takes the initiative and seeks out opportunities for promoting the firm's products? a. Active MPR b. Proactive MPR c. Passive MPR d. Retroactive MPR

B.proactive MPR

Martin, a marketing manager, contributes toward community development and volunteers for various civic awareness programs. These activities help Martin in satisfying his _____ needs. a. physiological b. belongingness c. self-actualization d. safety

C self-actualization

Which of the following changes in the family lifecycle behavior is noted by researchers in the past decade? a. Young unmarried people buying new homes and expensive furnishings b. Newly married people cooking almost every meal at home instead of dining out c. "Boomerang" children returning home, sometimes with their own families d. Parents with a second or subsequent child buying new sets of cribs, changing tables, and so forth

C. "boomerang" children returning home, sometimes with their own families

Which of the following is an example of person marketing? a. A firm creating awareness of the importance of using public transport. b. A country promoting its sightseeing spots and cuisines. c. A mall being inaugurated by a popular commercial actor. d. A firm promoting an inter-state soccer match.

C. A mall being inaugurated by a popular commercial actor

Which of the following refers to marketing myopia? a. A companywide consumer orientation with the objective of achieving long-run success b. A market in which there are more buyers for fewer goods and services c. A management's failure to recognize the scope of its business d. A market in which there are more goods and services than people willing to buy them

C. A management's failure to recognize the scope of its business

Which of the following is true of a strategic business unit? a. A strategic unit directly adopts the mission of its parent organization. b. Each strategic unit depends on plans of the other units in the organization. c. A strategic unit has its own managers, resources, objectives, and competitors. d. A strategic unit is a key business unit within a small company that does not differ significantly from the parent company.

C. A strategic unit has its own managers, resources, objectives, and competitors

Financial Services Inc. had call centers in Malaysia where employees worked in shifts to cater to American customers at all times. However, after receiving persistent complaints about unsatisfactory service quality and increasing inefficiency, the organization decided to shift the call centers to the United States again. This is an example of: a. outsourcing. b. onshoring. c. backshoring. d. homeshoring.

C. Backshoring

The ______ is a powerful regulatory agency that has assumed jurisdiction over the safety of every consumer product except food, automobiles, and a few other products regulated by other agencies. a. DHSS b. FDA c. CPSC d. OSHA

C. CSPC

William Cutlery Inc. sells its products at its stores and via door-to-door sales. Selling, order taking, delivery, and limited customer service are all conducted by the drivers. Which two marketing functions overlap as a result of the drivers' required responsibilities? a. Facilitation and distribution b. Exchange and facilitating c. Distribution and exchange d. Exchange and financing

C. Distribution and exchange

Which of the following products is typically a wife-dominant purchase? a. Apartment b. Auto Insurance c. Food Processor d. Furniture

C. Food processor

Which of the following would qualify as an example of a firm's weakness? a. Changing buyer tastes in the marketplace b. The presence of modern production facilities c. Inadequate financing capabilities d. An addition to the current product line

C. Inadequate financing capabilities

Which of the following is a disadvantage of advertising as a promotional strategy? a. It is expensive due to high cost per contact. b. It allows very little control over the final promotional message. c. It does not permit totally accurate measurements of results. d. It cannot be adapted to either mass audience or specific audience segments.

C. It does not permit totally accurate measurements of results

Which of the following statements is true of tactical planning? a. It is conducted exclusively by the supervisory personnel. b. It is used to generate weekly plans, unit budgets, departmental rules and procedures. c. It is designed to determine annual budgets and long-range strategic goals. d. It is performed to substitute the strategic planning process in large organizations.

C. It is designed to determine annual budgets and long-range strategic goals

In addition to the four forces of the Five Forces Model, which of the following influences rivalry among competitors? a. Decreased availability of information of competitors b. Decreased consumption during a lull in the economy c. Lack of differentiation between products d. Lack of major differences in pricing strategies

C. Lack of differentiation between products

banks have recently begun to install ATMs in supermarkets to address customers' wants for instant cash when they go shopping. What type of utility are banks creating for customers a. Form b. Possession c. Place d. Ownership

C. Place

A company with a _____ orientation assumes that customers will resist purchasing nonessential goods and services and that the task of personal selling and advertising is to persuade them to buy. a. production b. marketing c. sales d. relationship

C. Sales

Which of the following is a facilitating function of marketing? a. Buying b. Selling c. Standardization and grading d. Distribution

C. Standardization and grading

What are the subfunctions of physical distribution? a. Buying, selling, and financing b. Risk taking and market research c. Storing and transporting d. Standardizing and grading

C. Storing and transporting

Which of the following would qualify as an example of a firm's weakness? a. A bill passed by the government regarding the work timings of all organizations b. A competitor planning to open a new branch close to the firm's place of operations c. The firm's failure to pay its taxes on time leading to a poor reputation in the market d. A ban imposed on the use of animals for testing cosmetics

C. The firm's failure to pay its taxes on time leading to a poor reputation in the market

What is the ultimate objective of relationship marketing? a. Find new customers b. Create regular purchasers c. Turn customers into advocates d. Turn customers into loyal supporters

C. Turn customers into advocates

Which of the following statements is true of venture teams? a. A venture team is disbanded after every meeting. b. A venture team functions as an integral part of the basic organization. c. A venture team's flexible lifespan may extend over a number of years. d. A venture team is responsible for looking after all the legal aspects of introducing a new product in the market.

C. a venture team's flexible lifespan may extend over a number of years

Which of the following is a single product line? a. Four-door sedans offered by various automobile manufacturers b. Passenger jets manufactured by Airbus and Boeing c. Almond, caramel and dark chocolate flavors of Hershey Kisses d. Different brands of toothpaste for people with sensitive teeth

C. almond, caramel, hershey kisses

A shift in cultural values away from accumulating material possessions to spending time with family and friends benefit those who market: a. expensive automobiles. b. luxury cars. c. amusement parks and picnic areas. d. children's designer clothes.

C. amusement parks and picnic areas

A(n) _____ role is seen when the partners independently make equal numbers of decisions regarding household purchases.

C. autonomic

The _____ component of attitude specifically involves tendencies to act in a certain manner. a. cognitive b. affective c. behavioral d. intellectual

C. behavioral

In Maslow's hierarchy of needs, _____ needs refer to the desire of a person to be accepted by people and groups important to that individual. a. self-actualization b. safety c. belongingness d. physiological

C. belongingness

The rule of three states that the three leading firms in an industry will control _____ percent of the market. a. less than 25 b. less than 50 c. between 70 and 90 d. 100

C. between 70 and 90

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its: a. market capitalization. b. product relevance. c. brand equity. d. market share.

C. brand equity

An apparel manufacturer decides to create a line of t-shirts depicting the most popular soft drinks on the market. The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr. Pepper. The apparel manufacturer will have to complete which of the following practices before creating this line of t-shirts? a. Line extension b. Brand extension c. Brand licensing d. Brand engagement

C. brand licensing

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings. a. brand dress b. water mark c. brand mark d. category tag

C. brand mark

Consumers at the _____ level of brand loyalty, rely on previous experiences with the product when choosing it, if available, over competitors' products. a. brand awareness b. brand association c. brand preference d. brand recognition

C. brand preference

ch9 _____ are goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. a. Impulse goods b. Shopping goods c. Business products d. Unsought products

C. business products

Which of the following consists of intangible products that firms buy to facilitate their production and operating processes? a. Installations b. Accessories c. Business services d. Operating supplies

C. business services

An example of interactive marketing would be: a. a customer creating their own products, as in the case of Subway or Build-a-Bear. b. an intermediary wholesaler who links sale of goods from manufacturer to consumer. c. buyer-seller communication through the Internet and virtual reality kiosks. d. sponsoring local sports teams.

C. buyer-seller communication through the Internet and virtual reality kiosks

Interactive marketing refers to: a. sequential marketing efforts beginning with frontline salespersons and proceeding to detailed instructions by a technical expert. b. marketing efforts vis-a-vis interactive programs where customers can post their queries directly to the management. c. buyer-seller communications in which the customer controls the amount and type of information received from a marketer. d. software-controlled marketing strategy which uses central databases to segment the market on various demographic and psychographic factors.

C. buyer-seller communications in which the customer controls the amount and type of information received from a marketer

A company introduced a new low calorie version of one of its popular cold drinks. As a result, the sales of the original cold drink started decreasing because consumers preferred its low calorie version. This situation is known as: a. product encroachment. b. product centralization. c. cannibalization. d. polarization.

C. cannibalization

11. Housewares and apparel by Michael Graves and Mossimo Giannulli are sold exclusively at Target. These brands are examples of _____ brands. a. private b. national c. captive d. exclusive

C. captive

Which of the following product purchases would most likely require a high-involvement decision? a. Shampoo b. Magazine subscription c. Car d. Hair dryer

C. car

According to the BCG market share/market growth matrix, the SBU that produces strong cash flows which can be used to finance the growth of other SBUs is the: a. dog. b. question mark. c. cash cow. d. laggard.

C. cash cow

Fred Foods Inc. provides free cereals and biscuits to support a program that aims to end hunger in various emerging nations. This is an example of _____ marketing. a. organization b. person c. cause d. place

C. cause

Which of the following factors has helped increase the importance of packaging as a marketing tool? a. Marketers' emphasis on targeting large market segments b. Increased popularity of generic products c. Changes in consumer lifestyles and buying habits d. Global economic recessive trends

C. changes in consumer lifestyles and buying habits

Ford Motor Company surveyed 10,000 customers to analyze their needs and preferences in automobiles. At the end of the survey, respondents were asked to provide demographic information, including age. Responses concerning preferences were strikingly similar for each group within a specific five-year age range. This result is an example of the _____ effect. a. income b. life cycle c. cohort d. Hafner's

C. cohort

A new product innovation that is consistent with the values and experiences of potential adopters and attracts new buyers at a relatively rapid rate is said to have high _____. a. complexity b. observability c. compatibility d. transparency

C. compatibility

Sound systems, batteries, and tires that are included in the manufacturing of a car are examples of: a. installations. b. accessory equipment. c. component parts and materials. d. supplies.

C. component parts and materials

In SWOT analysis, situations where organizations are unable to capitalize on opportunities because of internal limitations are referred to as: a. strategic windows. b. threats. c. constraints. d. leverages.

C. constraints

Goods and services purchased by the ultimate consumer for personal use are called _____ products. a. business b. primary c. consumer d. secondary

C. consumer

Individuals who purchase new products almost as soon as these products reach the market are called _____. a. late adopters b. laggards c. consumer innovators d. hesitant buyers

C. consumer innovators

The post purchase evaluation of the consumer decision process attempts to measure the: a. selling success experienced by the vendor. b. follow-up effectiveness of the firm. c. consumer satisfaction with the purchase. d. advertising influence on the purchase.

C. consumer satisfaction with the purchase

The term "product positioning" refers to: a. a low cost market entry strategy in which two or more firms represent one another's complementary yet non-competing products in the markets. b. the process of developing entirely new products for new markets. c. consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands. d. the process of developing a trade dress for a new product.

C. consumer's perceptions of a product's attributes,uses,quality, as well as the advantages and disadvantages

As per RoperASW's psychographic consumer segments, the group that seeks education, technology, and knowledge, and where the male-female ratio is roughly equal is called _____. a. devouts b. altruists c. creatives d. strivers

C. creatives

The broadest environmental determinant of consumer behavior is: a. income or purchasing power. b. educational background. c. culture. d. social status.

C. culture

For a past few months H&S Products has been involved in intensive price competition with its competitors for one of its products. A shifts in consumer preferences is resulting in a decrease in sales. Profits are low and market researchers are concerned that losses will soon occur due to a decrease in the size of the market for the product. This product appears to have reached the _____ stage of the product lifecycle. a. introductory b. maturity c. decline d. growth

C. delcine

LuLuLemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls. Based on the information given in this example, LuLuLemon Athletica is using _____ segmentation to segment its markets. a. geographic b. psychographic c. demographic d. core based

C. demographic

Variations in each product a firm markets in its mix are referred to as the _____ of its product mix. a. width b. length c. depth d. volume

C. depth

Which of the following can be classified as an accessory equipment? a. Natural gas pipelines b. Bottling units c. Desktop computers d. Printer cartridges

C. desktop computers

As per the psychographic profiles identified by Roper, customers who value duty and tradition are called _____. a. intimates b. altruists c. devouts d. fun seekers

C. devouts

Which of the following products would generally be considered as a staple? a. Lawn mower b. Laptop c. Dishwashing liquid d. Luxury perfume

C. dishwashing liquid

In terms of the BCG Matrix, which of the following SBUs are characterized by earning only low market shares in low-growth markets? a. Stars b. Question marks c. Dogs d. Cash cows

C. dogs

Which of the following statements is true regarding the maturity stage of the product lifecycle? a. It is the second stage of the product lifecycle. b. Since the product is unknown to the public during this stage, the promotional campaigns stress information about its features. c. During this stage differences between competing products diminish. d. It is characterized by rapid growth in the volume of sales.

C. during this stages difference between competing products diminish

Product lines, pricing decisions, selection of appropriate distribution channels, and decisions relating to promotional campaigns are____. a. fixed and unchanging b. independent of the impact of external factors c. dynamic in today's boundaryless business environment d. determined from a purely retrospective viewpoint

C. dynamic in today's coundaryless environment

Which of the following factors falls under the resource dimension of the VALS system? a. Social attitudes b. Primary motivation c. Eagerness to buy d. Political views

C. eagerness to buy

The process by which new goods or services are accepted in the marketplace is known as the _____ process. a. extension b. referencing c. diffusion d. polarization

C. early purchasers

Neuromarketing is defined as: a. using the Internet to view products on informational websites. b. selling products solely through the brick and mortar stores. c. eliciting emotions to motivate people toward a purchase. d. using data analysis techniques to project consumption data.

C. eliciting emotions to motivate people towards a purchase

56. Which of the following variables of service quality best represents the service provider's understanding of the customer's needs? a. Tangibles b. Assurances c. Empathy d. Reliability

C. empathy

Tina is a customer service representative for an Internet service provider. While dealing with elderly customers, Tina takes extra time and effort in explaining to them how to access the Internet, check mails and browse. She understands their point of view, and realizes that they may need more explanation than the tech-savvy, younger generation. By doing so, which of the following variables of service quality is being demonstrated by Tina? a. Associability b. Tangibles c. Empathy d. Substitutability

C. empathy

The communication process begins with: a. noise. b. channeling. c. encoding. d. decoding.

C. encoding

Which of the following defines an organization's mission? a. Process of anticipating future events and conditions b. Companywide program for scaling down the product-lines that are low on profitability c. Essential purpose that differentiates one company from others d. Collection of limited periods during which key requirements of a market and a firm's particular competencies best fit together

C. essential purpose that differentiates one company from others

According to the Young & Rubicam's BrandAsset Valuator model, the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity. a. differentiation b. relevance c. esteem d. knowledge

C. esteem

Relationship marketing focuses more attention on _____ customers because new customers are _____ to acquire compared to existing customers. a. existing; less expensive b. new; less expensive c. existing; more expensive d. new; more expensive

C. existing; more expensive

Trevor Miguel, a Mexican national, is relocating to America. He is in search of a house and is following up closely with the realtor and his agents. Trevor would be involved in which of the consumer problem-solving behaviors? a. Routinized response behavior b. Variety-seeking buying behavior c. Extended problem solving d. Limited problem solving

C. extended problem solving

The interpersonal influences on consumer behavior include a person's _____. a. attitudes b. perceptions c. family d. self-concept

C. family

13. When a major pharmaceutical scandal shook people's belief in the Health Ministry, the public relations department in the ministry devised an IMC strategy to positively influence public perception. An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the ministry. In the context of the communication process, this change in perception represents _____. a. encoding b. channeling c. feedback d. noise

C. feedback

The receiver's response, known as _____, completes the communication process. a. epistle b. encoded message c. feedback d. channeled data

C. feedback

Core competencies are capabilities that customers value and competitors: a. can easily copy. b. tend to overestimate. c. find difficult to duplicate. d. undervalue.

C. find difficult to duplicate

In the process of market segmentation, once the market potential of the segments has been estimated, the next step is to: a. develop a marketing mix. b. develop a relevant profile for each segment. c. forecast probable market share. d. seek strategies to enter the market.

C. forecast probable market share

A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation. a. psychographic b. product-based c. geographic d. demographic

C. geographic

_____ are computer systems that help marketers analyze marketing information by assembling, storing, manipulating, and displaying data by their location. a. Core based information systems b. Inertial navigation systems (INS) c. Geographic information systems (GIS) d. Advanced navigation assessment systems

C. geographic information systems (GIS)

Compared to undifferentiated marketing, the firm that practices differentiated marketing may generally expect: a. less sales by segment. b. lower total production costs. c. greater promotional costs. d. lower inventory costs.

C. greater promotional costs

When a firm starts to realize substantial profits from its investment in a product, the product is said to be in the _____ stage of the product lifecycle. a. decline b. introductory c. growth d. maturity

C. growth

A _____ role is typically seen in purchase of products such as garden supplies and electronic equipments. a. wife-dominant b. syncratic c. husband-dominant d. autonomic

C. husband dominant

The first step in the new-product development process is: a. screening. b. development. c. idea generation. d. business analysis.

C. idea generation

Many companies use an approach called _____ to coordinate all promotional activities so that the consumer receives a unified and consistent message. a. intra-organizational communications b. internal marketing strategies c. integrated marketing communications d. corporate communications

C. integrated marketing communications

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort. a. Comparative b. Retail c. Interactive d. Cooperative

C. interactive

At the _____ stage in the consumer adoption process, potential buyers begin to seek information about the product. a. trial b. evaluation c. interest d. adoption

C. interest

The future growth of a company is endangered when management: a. adopts a consumer orientation. b. is aware of the scope of its business. c. is committed to maintaining a product-oriented philosophy. d. is focused on converting customer needs to wants.

C. is committed to maintaining a product-oriented philosophy

Using the consumer products classification system, which of the following is true of the marketing mix factors for a convenience product? a. It is generally high priced. b. The seller's image is very important. c. It has a long distribution channel. d. Its number of sales outlets tends to be very few.

C. it has a long distribution channel

Procter & Gamble has over 50 leadership brands and produces many products which are sold worldwide. Which of the following is most likely to be true in the event of the company adding a new and different product in its household care category? a. It would decrease P&G's product mix width. b. It would increase P&G's product mix consistency. c. It would increase P&G's product mix length. d. It would decrease P&G's product mix depth.

C. it would increase P&G's product mix length

Which of the following can be categorized under the cognitive component of an attitude? a. Buying behaviors b. Emotional reactions c. Knowledge of the product d. Value placed upon the product

C. knowledge of the product

The number of different products a firm sells is referred to as the _____ of its product mix. a. width b. depth c. length d. volume

C. length

A series of related products offered by one company is called a product _____. a. cluster b. subgroup c. line d. pack

C. line

Which of the following terms refers to the development of individual offerings that appeal to different market segments while remaining closely related to the existing product line? a. Line penetration b. Line innovation c. Line extension d. Line cannibalization

C. line

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product? a. Package design b. Brand name c. Low price d. Product quality

C. low price

Annie's Inc., that produces vinegar for cooking purposes, identified new uses for its product and started promoting it as a fabric softener and a cleansing product. The company started selling the same product in different packages modified for different types of uses. This strategy used by Annie's to increase the sales of its product is an example of a _____ strategy. a. brand extension b. line engagement c. market penetration d. product diversification

C. market penetration

The division of the total market into smaller, homogenous groups is called _____. a. customer aggregation b. market capitalization c. market segmentation d. brand segmentation

C. market segmentation

The _____ is a companywide consumer orientation with the objective of achieving long-run success. a. marketing myopia b. exchange process c. marketing concept d. seller's market

C. marketing concept

The strategic business unit (SBU) concept is best identified as a: a. planning tool that separates tactical and operational issues for analysis. b. strategic approach used primarily to separate marketing costs from production expenses. c. marketing planning tool that best suits the needs of large, diversified organizations. d. marketing approach appropriate for small enterprises producing a single product.

C. marketing planning tool that best suits the needs of large diversified organizations

The marketing strategy that focuses on producing a single product and marketing it to all customers is called: a. concentrated marketing. b. micromarketing. c. mass marketing. d. differentiated marketing.

C. mass marketing

75. Doug is a business analyst for a leading manufacturer of sports shoes. A careful analysis of market conditions reveals that there is actually an excess supply in the market for sprinting shoes. Doug infers that the sprinting shoes are in the _____ stage of the product lifecycle. a. introductory b. growth c. maturity d. disseminative

C. maturity

During which of the following stages in the product lifecycle, do industry sales of the product level out? a. Introductory stage b. Growth stage c. Maturity stage d. Decline stage

C. maturity age

In which of the following stages of the product lifecycle, do market supplies exceed the demand, as a result of which a firm can increase its sales only at the expense of its competitors? a. Introductory stage b. Growth stage c. Maturity stage d. Decline stage

C. maturity stage

The Fayetteville-Springdale-Rogers region of Arkansas has approximately 340,000 people. Fayetteville is an urban center and it alone has a population of 60,000. The Fayetteville-Springdale-Rogers region would be classified as a: a. consolidated metropolitan statistical area (CMSA). b. primary metropolitan region (PMR). c. metropolitan statistical area (MSA). d. micropolitan statistical area (µSA).

C. metropolitan statistical area (MSA)

A firm that chooses to target potential customers by zip code, specific occupation, or even lifestyle is said to be practicing: a. mass marketing. b. hypermarketing. c. micromarketing. d. undifferentiated marketing.

C. micromarketing

Banners have evolved into a more target-specific technique for Internet advertising with the advent of: a. pop-ups. b. interstitials. c. missiles. d. advergames.

C. missiles

Which of the following statements is indicative of a second mover strategy? a. Entering new markets with existing products b. Making significant innovations that turn old products into new ones c. Observing closely the innovations of first movers and then improving on them d. Entering new markets with new products before any other entrants

C. observing closely the innovations of the first movers and then improving on them

Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black. Rachel's decision is most likely driven by _____ factors. a. impersonal b. interpersonal c. personal d. institutional

C. personal

According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter, and clothing. a. self-actualization b. esteem c. physiological d. belongingness

C. physiological

State bureaus of tourism and conventions typically engage in _____ marketing. a. organization b. person c. place d. cause

C. place

availability of goods and services at convenient locations creates a. form utility. b. time utility. c. place utility. d. ownership utility.

C. place utility

When Microsoft introduced the latest edition of Age of Empires III, it provided a free download of one of the game scenarios. Addition of this link is most likely to influence which of the following characteristics of the product innovation? a. Complexity b. Associability c. Possibility of trial use d. Compatibility

C. possibility of trial use

The tagline used by Blue Jet cleaners, "Pay for Performance." is an example of a positioning strategy that is based on _____. a. product homogeneity b. product users c. price/quality d. competitors

C. price/quality

A bundle of physical, service, and symbolic attributes designed to satisfy a customer's wants and needs is referred to as a(n) _____. a. byproduct b. construct c. product d. cluster

C. product

The latest ad of Crest toothpaste says "Crest is a cavity fighter." This is an example of a positioning strategy based on: a. product price/quality. b. product homogeneity. c. product application. d. product users.

C. product application

53. Responding to moviegoers' recently revived interest in the 3D format, Panasonic introduced the world's first 3D home entertainment system. This strategy used by Panasonic is an example of a _____. a. market engagement strategy b. market simulation strategy c. product development strategy d. product association strategy

C. product development strategy

A popular morning chat show on a TV channel shows its host and guests drinking coffee from coffee mugs which have been engraved with the logo of a popular coffee chain. This is an example of: a. personal selling. b. trade promotion. c. product placement. d. sales promotion.

C. product placement

The original objective of packaging was to: a. create a brand image of the product. b. indicate the quality of the product. c. protect products from physical damage. d. comply with government regulations.

C. protect products from physical damage

The financing function of marketing involves: a. making sufficient quantities of goods available in the marketplace. b. ensuring products meet established quality and quantity standards. c. providing funds to buyers for building inventories prior to sales. d. using advertising, personal selling, and sales promotion to match goods and services to customers.

C. providing funds to buyers for building inventories prior to sales

A company can modify a strategy when its actual performance is not in line with expected results by: a. redefining the firm's mission. b. focusing exclusively on long-range strategic issues. c. putting the marketing strategy into action and monitoring performance. d. interpreting the mission, vision, and values of the company differently.

C. putting the marketing strategy into action and monitoring performance

According to the BCG market share/market growth matrix, _____ typically require more cash than they generate. a. cash cows b. stars c. question marks d. achievers

C. question marks

With reference to the five characteristics of a product innovation, a product innovation is said to have a greater _____, if it is superior to previous ideas reflected in terms of lower price, physical improvements, or ease of use. a. associability b. compatibility c. relative advantage d. observability

C. relative advantage

It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion leaders: a. limit their purchases to the products and services typical of the social class they belong to, rather than imitating the reference group. b. represent the only medium to carry information about products to general public. c. represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members. d. possess the highest purchasing power in a group.

C. represent the trendsetters who purchase products before others in the group

Which of the following variables of service quality best represents the readiness to serve one's customers? a. Tangibles b. Assurances c. Responsiveness d. Empathy

C. responsiveness

Manufacturers create goods and services based on research and their belief that consumers need them. In doing so, what marketing function are they performing? a. Financing b. Standardizing and grading c. Risk taking d. Physical distribution

C. risk taking

Which of the following consumer problem-solving behaviors requires the least effort? a. Extended problem solving b. Limited problem solving c. Routinized response behavior d. Variety seeking buying behavior

C. routinized response behavior

During which of the following stages of a new-product development process, ideas with commercial potential are separated from those not meeting company objectives? a. Idea generation b. Business analysis c. Screening d. Test marketing

C. screening

In the VALS system, action-motivated consumers are those who: a. have a set of ideas and morals or principles they live by. b. are influenced by symbols of success. c. seek physical activity, variety, and adventure. d. have high energy level and are eager to buy products.

C. seek physical activity, variety, and adventure

A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____. a. segmentation by benefits sought b. geographic segmentation c. segmentation by usage rates d. distributive segmentation

C. segmentation by usage rates

The revised VALS segmentation system categorizes consumers based on _____. a. religious affiliations b. political views c. self-motivation d. social values

C. self-motivation

Which of the following functions of marketing involves advertising? a. Standardizing b. Buying c. Selling d. Storing

C. selling

Motels and luxury hotels cater to the same want satisfaction-a place to stay. However, their respective guests have considerably different expectations of service. Which of the following characteristics of services best represents these different expectations in service? a. Services are intangible. b. Companies cannot easily standardize services. c. Service standards show wide variations. d. Services are perishable.

C. service standards show wide variations

Christopher who is a hair stylist owns Curlz, the best salon in Los Angeles. The clients swear by Christopher, and brides and bridesmaids flock for him for all weddings in LA. Christopher's name has become synonymous with the service at Curlz. Which of the following characteristics of services best explains this association? a. Companies cannot easily standardize services. b. Service standards show wide variations. c. Services are inseparable from the service providers. d. Services are perishable and intangible.

C. services are inseparable from the service providers

At specific mileage intervals, Capitol sends certificates to owners of their automobiles offering discounts on repair services through the dealerships. Each repair visit is overseen by a trained service representative and the completed repairs are followed up to ensure customer satisfaction. The attention given by the dealership is called _____. a. scaling b. screening c. shaping d. shadowing

C. shaping

The process of applying a series of rewards and reinforcements to permit more complex consumer behavior to evolve is known as ____. a. scaling b. screening c. shaping d. shadowing

C. shaping

Which of the following statements reflects Carla's interpersonal determinants concerning her purchase of an Apple computer? a. She believes you get what you pay for when purchasing products. b. She perceives that Apple offers the best customer service though her family and friends do not share this opinion. c. She makes purchases to satisfy the expectations of her family members who insist on buying Apple products. d. She identifies with the brand and periodically purchases new Apple products.

C. she makes purchases to satisfy the expectations of her family members who insist on buying Apple products

The product manager for a line of mousetraps informs the board of directors at the company's annual meeting that the product has been classified as a 'dog' according to the BCG market share/market growth matrix. This means the product: a. requires a "go/no go" decision within the next several years. b. has low market share of a high-growth rate market. c. should be withdrawn from the market or sold off as quickly as possible. d. needs heavy investment to make it a star.

C. should be withdrawn from the market or sold off as quickly as possible

A positioning map: a. is used primarily by companies utilizing undifferentiated marketing strategies. b. can be used only for already successful products in the market. c. shows how consumers view a product relative to competitive products. d. outlines how to introduce a new product to the marketplace.

C. shows how consumers view a product relative to competitive products

A young single person setting up an apartment for the first time is most likely to be a good prospect for: a. expensive furnishings. b. luxury cars, personalized gifts and power tools. c. small home appliances such as coffee makers and toasters. d. health care products and insurance policies.

C. small home appliances such as coffee makers and toasters

The quadrant of the BCG market share/market growth matrix that represents both a high market share and a high rate of market growth represents the: a. cash cows. b. innovators. c. stars. d. strivers.

C. stars

According to the BCG market share/market growth matrix, the revenues earned from cash cows should be used to finance the growth of: a. question marks and dogs. b. dogs and stars. c. stars and question marks. d. question marks and cash cows.

C. stars and question marks

Which of the following is a low-involvement product? a. Cars b. Laptops c. Stationery d. Jewelry

C. stationery

The relative position of an individual member in a group is called _____. a. dyad b. norm c. status d. stereotype

C. status

Peoples' perception of an object or event results from an interaction between their: a. likes and dislikes. b. emotions and thoughts. c. stimulus factors and individual factors. d. needs and wants.

C. stimulus factors and individual factors

If an automobile manufacturer was planning to introduce a sports car powered by a hydrogen-oxygen fuel cell when the price of gasoline in the United States reached $4 per gallon, this would best be described as a direct result of its _____ plan. a. short-term b. operational c. strategic d. tactical

C. strategic

At a time when computer users were having trouble storing, sending, and displaying photos, Apple introduced the iMac computer, which was equipped with a digital camera interface and photo-handling software. This product was a result of Apple recognizing its: a. economies of scale. b. competitive constraints. c. strategic window. d. second-mover benefits.

C. strategic window

A certain social networking corporation has the highest number of users in the social networking industry. This is an example of the firm's: a. opportunity. b. constraint. c. strength. d. threat.

C. strength

In the context of business products, office stationery will fall under the category of: a. installations. b. shopping products. c. supplies. d. accessory equipments.

C. supplies

_____ constitute the regular expenses a firm incurs in its daily operations. a. Impulse products b. Installations c. Supplies d. Accessory equipments

C. supplies

Products that can be produced, used, and disposed of with minimal impact on the environment are called: a. non-renewable products. b. bio-gradable products. c. sustainable products. d. modulated effluents.

C. sustainable products

Which of the following products would be the best choice to be marketed using an undifferentiated marketing strategy? a. Luxury automobiles b. Healthy snack foods c. Table salt d. Imported wine

C. table salt

Assume you want to increase the number of customers by applying the marketing concept. Which of the following strategies would be most consistent with this approach? a. Reduce product costs b. Offer more product variety than competitors c. Target markets d. Employ inexpensive labor

C. target markets

A product is said to have achieved brand preference when: a. the product becomes familiar to the consumer. b. the marketers start selling the product at a discount. c. the consumer sees or recognizes the product and chooses it over its competitors. d. the product has attained monopoly position with its customers.

C. the consumer sees or recognizes the product and chooses it over its competitors

An example of a threat to a firm discovered by a SWOT analysis might be: a. the presence of cost advantages due to advanced technology. b. the chance to acquire firms with the needed technology. c. the entry of new competitors in the industry. d. the narrow product line produced by the firm.

C. the entry of new competitors in the industry

In the practice of relationship marketing, the definition of a customer is taken to another level. Which of the following best illustrates how a company practicing relationship marketing is different from a traditional transaction-based marketer? a. The city pool allows kids 12 years and younger to swim for free on Fridays. b. A local coffee shop distributes coupons for $.50 off each cup of coffee. c. The purchasing department of a defense contractor invites its suppliers to attend an annual golf outing. d. The heads of the financial departments meet with the Chief Financial Officer to discuss year-end financial reporting.

C. the purchasing department of a defense contractor invites its suppliers to attend an annual golf outing

The emergence of the marketing concept can best be explained by: a. higher production levels. b. greater sophistication in the production of goods. c. the shift from a seller's market to a buyer's market. d. a focus on product quality.

C. the shift from a seller's market to a buyer's market

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because: a. the trademark must contain the company's name to be registered. b. using "the" in the trademark makes it exclusive to a particular manufacturer. c. the term describes a particular type of product. d. the trademark should always be an acronym.

C. the term describes a particular type of product

Which of the following is most likely to be true of consumer innovators? a. They are unlikely to display brand loyalty toward products. b. As compared to later adopters, they rely less on impersonal information sources. c. They often act as opinion leaders from whom others seek advice. d. They are less mobile, and do not prefer changing jobs often.

C. they often act as opinion leaders from whom others seek advice

Compared to other organization personnel, more time is devoted to long-range strategic planning by the: a. middle management. b. manufacturing labor. c. top management. d. supervisory management.

C. top management

A manufacturer of a well known brand of cosmetics offering buyback allowances to its retailers for its new line of lip color is an example of: a. guerrilla marketing. b. product placement. c. trade promotion. d. personal selling.

C. trade promotion

A _____ is a brand for which the owner claims exclusive legal protection. a. water mark b. field symbol c. trademark d. category code

C. trademark

The purpose of test marketing new-product offerings is to: a. separate ideas with commercial potential from those that will not meet company objectives. b. subject the product idea to additional study prior to its actual development. c. verify that the product will perform well in a real-life environment. d. evaluate the compatibility of the product with organizational resources.

C. verify that the product will perform well in a real-life environment

Which of the following conditions would lead a company's marketers to find a new market, change prices, or compete in other ways to maintain an advantage? a. When the bargaining power of suppliers is low b. When the bargaining power of buyers is low c. When the threat of substitute products is high d. When the threat of new entrants it low

C. when the threat of substitute products is high

_____ roles are mostly seen in households with two wage earners while making purchase decisions. a. Syncratic b. Husband-dominated c. Wife-dominated d. Dictatorial

C. wife- dominated

Relationship marketing refers to a firm's effort to develop long-term, cost-effective links with individual customers and suppliers. Many companies: a. have been reluctant to adopt such initiatives because there is no evidence of their effectiveness. b. focus on relationship marketing as the sole purpose of their marketing research efforts. c. include relationship-building goals and strategies in their larger plans for the organization. d. believe that relationship marketing is just a fad and may not be sustainable or profitable in the long run.

C.include relationship-building goals and strategies in their larger plans for the organization

A micropolitan statistical area is an area that: a. includes a set a counties within an area of 1-million-plus population. b. has a urban center of 50,000 or more inhabitants. c. includes two or more primary metropolitan statistical areas. d. has at least one town of 10,000 to 49,999 people.

D has atleast one town of 10k -50k

Cynthia and William enter Franklin's Electronics to buy a television set. They had previously planned to replace their 10-year-old color set with a new model of the same brand but are surprised by the array of brands the store offers, each having a special feature. They decide to take their time and look at every type of TV Franklin's has to offer. Cynthia and William are exhibiting _____ response behavior. a. routinized b. variety seeking c. extended d. limited

D limited

Which of the following is a combination of person, cause, and organization marketing? a. Tiger Woods' endorsement of Nike, a sports company and Accenture, a consulting company b. The Nobel Peace Prize for Al Gore for his work on global warming c. UNICEF's work to improve the living conditions of children across the world d. Angelina Jolie's role as a UN Goodwill Ambassador for refugees

D. Angelina Jolie's role as a UN Goodwill Ambassador for refugees

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials? a. Noise b. Click-through c. Split run d. Clutter

D. Clutter

When shifts in consumer preferences bring about an absolute slump in industry sales, a product is said to be in the _____ stage of the product lifecycle. a. introductory b. growth c. maturation d. decline

D. Decline

The group born between 1968 and 1979, now generally in their early 30s to early 40s, often are referred to as _____. a. Baby boomers b. teenagers c. seniors d. Generation X

D. Generation X

Which of the following is true of an IMC strategy? a. It begins with the organization's goods and services. b. It sends product-focused messages. c. It views the parts of a promotional mix as isolated components. d. It begins with consumer wants or needs.

D. It begins with consumer wants or needs

Which of the following is true of relationship marketing? a. It focuses on finding new customers. b. It prefers not to maintain existing customers due to high costs. c. It does not believe in generating repeat sales. d. It believes in maintaining existing customers.

D. It believes in maintaining existing customers

Which of the following is a disadvantage of sales promotion as a promotional strategy? a. It elicits a delayed consumer response. b. It does not provide short-term increase in sales. c. It is difficult to measure its promotional effectiveness. d. It is difficult to differentiate from competitors' efforts.

D. It is difficult to differentiate from competitors' efforts

Mommy & Little Tots, manufactures products for would-be mothers as well as newborn infants. Their products include maternity wear, diapers, wipes, burp clothes, and swaddling blankets. These products constitute the "product _____" at Mommy & Little Tots. a. pack b. congregation c. cluster d. line

D. Line

Majority of the Hispanic population in the United States originate from _____. a. Brazil b. Peru c. Cuba d. Mexico

D. Mexico

In the planning hierarchy, plans dealing with organization-wide objectives, long-term plans, and the total budget would be classified as _____ plans. a. weekly b. tactical c. operational d. strategic

D. Strategic

An automobile manufacturer is dependent on a single supplier for tires. Based on this information, which of the following statements is true? a. The barriers to market entry are low. b. The buyer has greater bargaining power. c. The threat of new entrants is high. d. The supplier has significant bargaining power.

D. The supplier has significant bargaining power

Which of the following is true of the Hispanic population in the United States? a. They have mostly descended from families who have lived in the United States for many generations. b. They tend to be younger than the typical Americans. c. They are a homogenous group. d. They are rising in proportion primarily because of their high birth rate.

D. They are rising in proportion primarily because of their high birth rate

The term marketing mix describes: a. a composite analysis of all environmental factors inside and outside the firm. b. a series of business decisions that aid in selling a product. c. the relationship between a firm's marketing strengths and its business weaknesses. d. a blend of the four strategic marketing elements to satisfy specific target markets.

D. a blend of the four strategic marketing elements to satisfy specific target markets

Which of the following is true regarding the marketing concept? a. During tough economic times, the marketing concept focuses on the objective of achieving short-term profits instead of long-run success. b. The marketing concept believes that consumers will resist purchasing nonessential goods and services. c. The marketing concept emphasizes cutting costs and boosting revenues during tough economic times. d. A firm's survival and growth are built into the marketing concept.

D. a firm's survival and growth are built into the marketing concept

Which of the following comes closest to providing pure service? a. A retail store b. An automobile dealership c. A coffee shop d. A fitness gym

D. a fitness gym

Global Solutions Inc., an IT firm, regularly organizes meetings for its stockholders to update them on the firm's performance and achievements. This is an example of: a. guerrilla marketing. b. sales promotion. c. a product placement program. d. a public relations program.

D. a public relations program

An advertisement that creates warm feelings of goodwill toward the advertiser and his products is altering the _____ component of attitude. a. tangible b. behavioral c. traditional d. affective

D. affective

Which of the following is most likely to be categorized as a consumer product as well as a business product? a. Natural gas b. Iron ore c. Concrete mixers d. Agriculture produce

D. agriculture produce

Atari, a consumer electronics and video games company, observed the innovations of Nintendo Co., the most powerful video game company at that time, and destroyed the market share of Nintendo eventually. This implies that Atari: a. followed a first-mover strategy. b. created a new product indigenously. c. remained uninfluenced by Nintendo. d. applied a second-mover strategy.

D. applied a second-mover strategy

Which of the following racial/ethnic minority groups is an attractive target for marketers because of their fastest-growing income? a. Hispanics b. Native Americans c. African Americans d. Asian Americans

D. asian americans

Marketing planning establishes the: a. resource base provided by the firm's strategy. b. economic impact of additional sales. c. daily and weekly schedules for individual employees. d. basis for any marketing strategy.

D. basis for any marketing strategy

A technology company that makes computers for professional use is trying to segment its customers. The company asked some professional computer users to evaluate the importance of various computer attributes that influence their purchase decisions and then used this data to segment the consumers based on similar response patterns. This is an example of segmentation by: a. brand loyalty. b. usage rates. c. expenditure pattern. d. benefits sought.

D. benefits sought

The added value that a certain brand name gives to a product in the marketplace is called _____. a. brand identity b. brand relevance c. brand recognition d. brand equity

D. brand equity

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____. a. line engagement b. brand reinforcement c. line extension d. brand extension

D. brand extension

The numerical bar code system used to record product and price information is called the _____. a. uniform serial number b. unitized product locator c. unique label identifier d. universal product code

D. brand extension

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____. a. brand licensing b. brand reinforcement c. brand engagement d. brand extension

D. brand extension

The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation. a. values and lifestyles b. business-to-business c. psychographic d. brand loyalty

D. brand loyalty

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty. a. brand insistence b. brand association c. brand preference d. brand recognition

D. brand recognition

Iron ore and raw cotton are examples of: a. personal products. b. shopping products. c. impulse products. d. business products.

D. business products

Sally Myers, head of marketing at Sally's Salon, serviced six new customers over the past two weeks. Through a feedback form, Sally learnt that all of them had acted upon the opinions of their friends and family members. What Sally encountered is an example of: a. transaction-based marketing. b. sales orientation. c. marketing myopia. d. buzz marketing.

D. buzz marketing

_____ have profit responsibility for their product group and help retailers in maximizing the sales for the whole group of products not just the particular manufacturer's product. a. Research analysts b. Early purchasers c. Boundary spanners d. Category managers

D. category managers

Phoebe was asked to bring a can of food for the local food bank as the "price of admission" for a certain ceremony. This is an example of _____. a. person marketing b. organization marketing c. ownership utility d. cause marketing

D. cause marketing

The single group within society that is most vulnerable to reference group influence is: a. the older consumer who feels somewhat left out of things. b. unmarried women, many of whom feel a need for stability in their lives. c. new immigrants who want to capture the American dream. d. children, who base most of their buying decisions on outside influences.

D. children who base most of their buying decisions on outside influences

Which of the following best describes the activity of promotion? a. Making new products available to meet consumer demand b. Finding a convenient location to sell the products in c. Maintaining a high level of regulation in production d. Communicating between buyers and sellers

D. communicating between buyers and sellers

Edward is looking to purchase a laptop as he is not satisfied with the features of his old laptop. He gathers information from his coworkers about the new models available in the market with the desired features and lists down all the available options. The next step in Edward's decision-making process is to: a. continue looking for more options available in the market. b. identify the problem he is facing with his current computer. c. purchase the product from a trusted dealer recommended by his family. d. compare the prices and features of all the available brands in his list.

D. compare the prices and features of all the available brands in his list

The tagline used by Walmart, "Save money. Live better" is an example of a positioning strategy that is based on _____. a. quality b. attributes c. product users d. competitors

D. competitors

Finished business products of one producer that become part of the final products of another producer are called _____. a. installations b. accessory equipments c. supplies d. component parts and materials

D. component parts and materials

Which of the following is a method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and similar strategies? a. Line extension b. Brainstorming c. Sample distribution d. Concept testing

D. concept testing

An urban area that include two or more primary metropolitan statistical areas (PMSA) is called a _____. a. metropolitan statistical area (MSA) b. core based micropolitan region (CBMR) c. micropolitan statistical area (µSA) d. consolidated metropolitan statistical area (CMSA)

D. consolidated metropolitan statistical area (CMSA)

DK Motors' difficulty in competing with other car makers due to its lack of responsiveness to changing consumer preferences constitutes a: a. strategic window. b. leveraged situation. c. threat from the environment. d. constraint on its activity.

D. constraint on its activity

Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products. a. business b. service c. MRO d. consumer

D. consumer

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for specialty products? a. Consumers tend to purchase specialty products frequently. b. Consumers always compare price and quality between competing products. c. Consumers tend to regard convenience of location as very important. d. Consumers tend to plan extensively before buying them.

D. consumers tend to plan extensively before buying them

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines. This is an example of: a. comparative advertising. b. cost-effective advertising. c. budget advertising. d. cooperative advertising.

D. cooperative advertising

The _____ is at the heart of integrated marketing communications. a. product b. brand c. organization d. customer

D. customer

The term cannibalization refers to the: a. difference in expected and actual outcome from the implementation of a market penetration strategy. b. shrinking of a firm's market share due to competition from rivals. c. decline in the brand loyalty for a product due to changing economic conditions. d. decline in the sales of an existing product due to competition from a new product by the same manufacturer.

D. decline in the sales of an existing product due to competetion from a new product by the same manufacturer

_____ defines consumer groups according to variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family lifecycle. a. Geographic segmentation b. End-use segmentation c. Product-based segmentation d. Demographic segmentation

D. demographic segmentation

While researching on the idea of opening his own health club, Tom learned that there are 11 million health club members in the United States, and 90 percent of them are between the ages of 18 and 49. They prefer to exercise with people of their own sex and majority of them are urban dwellers. During the process of market segmentation, this information is most likely to be used by Tom for: a. observational analysis. b. marketing research. c. forecasting total market potential. d. developing a market segment profile.

D. developing a market segment profile

Which of the following statements is true of differentiated marketing? a. A company practicing differentiated marketing attempts to satisfy everyone in the market with one standard product. b. As compared o undifferentiated marketing, differentiated marketing leads to lower inventory and promotional cost. c. Differentiated marketing approach can appeal to a small company that lacks the financial resources of its competitors. d. Differentiated marketing helps a company to diversify and reach new customers.

D. differentiated marketing helps a company to diversify and reach new customers

Decisions involving transportation, warehousing, inventory control, and order processing relate to the _____ strategy component. a. pricing b. competitive c. product d. distribution

D. distribution

YOU Inc., a radio cassette manufacturer, sold its business due to poor market shares. According to the BCG Matrix, the firm sold its business because the business had become a _____ as seen in its poor prospects and performance. a. star b. question mark c. cash cow d. dog

D. dog

An international apparel manufacturer changed its pricing strategy as it entered a new market where recessionary trends are being observed. This implies that the _____ factors of the marketing environment led the firm to change its pricing decisions. a. legal b. political c. environmental d. economic

D. economic

Which of the following is a core value emphasized by the American culture? a. Collectivism b. High power distance c. Aversion to consumerism d. Efficiency

D. efficiency

14. In the context of the communication process, translating a message into understandable terms and transmitting it through a communications channel is known as _____. a. decoding b. referencing c. polarizing d. encoding

D. encoding

At the _____ stage in the consumer adoption process, buyers consider the likely benefits of the product. a. awareness b. trial c. interest d. evaluation

D. evaluation

When a product is unique or difficult to categorize, the thought process involved in a purchase decision is known as: a. research analysis. b. extensive buying analysis. c. limited problem solving. d. extended problem solving.

D. extended problem solving

Financing is one of the _____ functions of marketing. a. exchange b. distribution c. decisional d. facilitating

D. facilitating

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stealing of credit cards and usage of fake social security numbers. Which appeal is being used in this commercial to motivate the viewers to act? a. Factual appeal b. Humor c. Cooperation appeal d. Fear appeal

D. fear appeal

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product, it is an example of: a. encoding. b. decoding. c. noise. d. feedback.

D. feedback

Promoting the use of oatmeal as a cholesterol reducer and antacids as a calcium supplement are most likely to be examples of extending the lifecycle of the product by: a. improving product quality. b. changing package sizes. c. increasing the frequency of use. d. finding new uses.

D. finding new uses

Segmentation by benefits sought is a product-related segmentation approach that: a. determines the marketer's effectiveness in satisfying the consumer. b. measures brand loyalty and consumer perception. c. re-evaluates customer reactions post-consumption. d. focuses on the attributes that people seek in a product.

D. focuses on the attributes that people seek in a product

External analysis, conducted during the process of benchmarking, involves: a. establishing a baseline for comparison with industry leaders. b. identifying business processes that need improvement. c. identifying the strengths and weaknesses of the firm's internal processes. d. gathering information about competing firms perceived as leading performers.

D. gathering information about competing firms perceived as leading performers

During the search step of the consumer decision process, the consumer: a. realizes that it is time to make a change from the present situation. b. develops a set of evaluative criteria to guide the purchase decision. c. begins to notice favorable word-of-mouth communication about the product. d. gathers information about the attainment of a desired state of affairs.

D. gathers information about the attainment of a desired state of affairs

By converting indifferent customers into loyal ones through relationship marketing, companies can: a. increase the cost of maintaining existing customers. b. start a process by which customers become bound contractually to the business. c. avoid the necessity of improving customer service in the long run. d. generate repeat sales.

D. generate repeat sales

Which of the following is the largest racial/ethnic minority group in the United States? a. African Americans b. Native Americans c. Asian Americans d. Hispanics

D. hispanics

While making purchasing decisions, consumers are likely to buy products they believe will move them closer to their _____ self. a. real b. neutral c. actual d. ideal

D. ideal

Before beginning the market segmentation process, a firm should: a. select target market segments. b. forecast total market potential. c. forecast market share. d. identify bases for segmenting markets.

D. identify bases for segmenting markets

Which of the following changes is seen as a result of a rise in households with only one person? a. Increase in apartment building developments b. Decrease in the average size of new cars c. Decrease in the marketing of vacations d. Increase in single-serve food products

D. increase in single-serve food products

Special Confectioners, a major chocolate company, has recently started promoting its festive packs with the tag line,"making each moment special." By doing so, the management is trying to make its customers realize the everyday relevance of their festive packs. In doing so, the company is attempting to extend the product lifecycle by: a. increasing the number of users. b. finding new uses for the product. c. changing product quality. d. increasing the frequency of use.

D. increassing the frequency of use

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding. a. family b. captive c. generic d. individual

D. individual

Dawn, Joy, and Ivory are dish liquid brands manufactured by Procter & Gamble. All these brands can be regarded as _____ brands. a. private b. family c. generic d. individual

D. individual

Kurt Lewin's theory of consumer behavior asserts that consumer behavior is a function of personal factors and their interaction with: a. perceptual forces. b. learning. c. innate attitudes. d. interpersonal influences.

D. interpersonal influences

An undifferentiated marketing strategy: a. involves developing different marketing mixes for different segments. b. benefits from the control and efficiency of short production runs. c. is also known as a concentrated marketing strategy. d. is efficient from a production point of view.

D. is efficient from a production point of view

Which of the following is true of a company with strong market orientation? a. It designs products with advantages and levels of quality compatible with its competitors. b. It assumes that customers will resist purchasing nonessential goods. c. It stresses on efficiency in producing a quality product, with the attitude toward marketing that "a good product will sell itself." d. It has a focus on new-product development and the introduction of innovative products.

D. it has a focus on new-product development and the introduction of innovative products

Which of the following is a disadvantage of personal selling as a promotional strategy? a. It elicits a delayed response from targeted consumers. b. It is difficult to measure its promotional effectiveness. c. It cannot mold the message to fit the customer need. d. It is expensive and involves high cost per contact.

D. it is expensive and involves high cost per contact

Using the consumer products classification system, which of the following is true of the marketing mix factors for a specialty product? a. It generally has low price. b. The seller's image is unimportant. c. Its number of sales outlets tends to be very high. d. It relies on personal selling by producers.

D. it relies on personal selling by producers

_____ are an outcropping of banner ads that appear on the results page of a search and are specific to the searched term. a. Pop-ups b. Interstitials c. Advergames d. Keyword ads

D. keyword ads

In the context of the consumer diffusion process, "_____" constitute the final group of consumers that make trial purchases of a new product. a. innovators b. late majority c. early purchasers d. laggards

D. laggards

In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____. a. drive b. script c. perception d. learning

D. learning

The revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer is known as the: a. gradient of return on investment. b. intangible benefit stream. c. investment-benefit differential. d. lifetime value of the customer.

D. lifetime value of the customer

Strategic planning has a critical impact on a firm's destiny because it provides _____ to its decision makers. a. customer input b. individual goals c. departmental goals d. long-term direction

D. long-term direction

Which of the following products is aimed at satisfying the esteem needs of people? a. Basic goods b. Cleaning products c. Auto safety features d. Luxury watch

D. luxury watch

When a massive fuel hike affected the expenses of users of Cadmia significantly, Flare Inc. introduced automobiles that run on solar energy. The introduction of such automobiles indicates that Flare Inc.: a. switched over to less sustainable fuels. b. recognized its competitive constraints. c. applied a second-mover advantage. d. made the best of a strategic window.

D. made the best of a strategic window

In not-for-profit organizations, _____ may interfere with the organization's marketing program. a. stockholders b. the government c. service-users d. major contributors

D. major contributors

The _____ strategy seeks to increase sales of existing products in existing markets. a. product development b. market innovation c. product diversification d. market penetration

D. market penetration

Which of the following is a disadvantage of guerrilla marketing? a. Customers don't pay attention to it as it is a very traditional form of marketing. b. Marketers have to invest a lot of money for the innovation involved in guerrilla marketing. c. Competitors can easily imitate the techniques used in guerrilla marketing. d. Marketers run the risk of reaching a limited number of potential consumers.

D. marketers run the risk of reaching a limited number of potential consumers

Undifferentiated marketing is also called _____. a. societal marketing b. micro marketing c. concentrated marketing d. mass marketing

D. mass marketing

The basic objectives or goals of an organization are derived from its: a. standard operating procedures. b. operational plans. c. supervisory management strategy. d. mission statement.

D. mission statement

Which of the following entities is responsible for all phases of a development project, including screening decisions, developing product specifications, and coordinating product testing? a. Brand extension team b. Business analysis task force c. Category management committee d. New-product department

D. new-product management

Which of the following types of advertising media dominates local markets? a. Radio b. Network television c. Cable television d. Newspapers

D. newspapers

The evaluative criteria used by consumers in the decision-making process may be: a. set aside if the consumer finds a better means of making the purchase decision. b. used to identify alternative brands for consideration and possible purchase. c. invoked during the first stage of the consumer decision process. d. objective facts or subjective opinions about the alternatives.

D. objective facts or subjective opinions about the alternatives

Which of the following products is most likely to have a long distribution channel? a. Oil rig b. Jet engine c. Farm produce d. Office stationery

D. office stationery

Which of the following actions can the CPSC take to ensure product safety? a. Regulating packaging standards for milk products b. Approving safety standards for automobiles c. Inspecting production facilities of food manufacturers d. Ordering product recalls or redesign of faulty products

D. ordering product recalls or redesign of faulty products

Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring Lance Armstrong promoting their development of cancer drugs. The campaign has a slogan, "Together We Can Prevail." This marketing strategy is being used by the company to satisfy ____ needs in the Maslow's hierarchy of needs. a. esteem b. safety c. self-actualization d. physiological

D. physiological

In a(n) _____, firms evaluate their products and divisions to determine the strongest and weakest. a. organizational appraisal b. market analysis c. utilization analysis d. portfolio analysis

D. portfolio analysis

The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions: a. pose little risk to the consumer. b. require less time and less research on information. c. require limited problem solving and limited efforts for external searches. d. pose greater economic and social consequences.

D. pose greater economic and social consequences

At which stage of the consumer decision-making process is cognitive dissonance most likely to occur? a. Search b. Evaluation c. Purchase decision and purchase act d. Post purchase evaluation

D. post purchase evaluation

The marketing mix decisions which are closely regulated and subject to public scrutiny usually relate to a company's _____ strategy. a. short-term b. resource c. distribution d. pricing

D. pricing

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. Kirkland can be regarded as a(n): a. family brand. b. individual brand. c. generic brand. d. private brand.

D. private

The strategy of _____ refers to the introduction of new products into identifiable or established markets. a. market penetration b. product positioning c. market diversification d. product development

D. product development

51. A _____ strategy focuses on developing entirely new products for new markets. a. market penetration b. market development c. product development d. product diversification

D. product diversification

Apex Corp. has been manufacturing furniture for past several years. Now in order to grow its business, the company has decided to manufacture curtains and bed sheets. The strategy being used by the company to target new markets is referred to as a _____. a. product association strategy b. market simulation strategy c. market engagement strategy d. product diversification strategy

D. product diversification strategy

Newsletters, catalogs, and invitations to company-sponsored events are most closely associated with the marketing mix activity of: a. product pricing. b. product distribution. c. product development. d. product promotion.

D. product promotion

Reference groups have a greater impact on the purchasing decision when the: a. consumer is already established as the opinion leader in the group. b. product is hard to recognize or see by the group. c. purchased product is a commonly used commodity. d. purchase is unique and conspicuous.

D. purchase is unique and conspicuous

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization? a. Active MPR b. Passive MPR c. Proactive MPR d. Reactive MPR

D. reactive MPR

Purchases that have substantial social or economic consequences: a. usually require relatively less investment of time and effort. b. represent routine purchases that pose little risk. c. require independent decision making. d. represent high-involvement purchase decisions.

D. represent high-involvement purchase decisions

_____ advertising includes advertising by stores that sell goods or services directly to the consuming public. a. Evaluative b. Referenced c. Associative d. Retail

D. retail

A new product committee is a group in an organization that: a. helps the organization in identifying a suitable partner for a join venture. b. looks after all the legal aspects of the organization when it launches a new product in the market. c. coordinates and integrates the work of the firm's functional departments on a specific project. d. reviews and approves new-product plans that arise elsewhere in the organization.

D. reviews and approves new-product plans that arise elsewhere in the organization

A company produces a high-quality product, with a maximum monthly output of 10,000 units. Production levels are constant and the company relies on its marketing department to find customers for its output. This approach is consistent with which era in marketing history? a. Production era b. Relationship era c. Marketing era d. Sales era

D. sales era

Sam works for a small IT management company. He is responsible for replenishing the supply of office stationery. Every week he makes an inventory of the required items and gets them. Using the business products classification system, which of the following is most likely to be true of Sam's purchases? a. Sam's purchases are influenced solely by the quality of the products. b. Sam plans extensively for his purchases. c. Sam's purchases tend to be infrequent. d. Sam's purchases are highly influenced by the prices of the products.

D. sam's purchases are highly influenced by the prices of the products

Gourmet restaurants and fast food chains cater to the same want satisfaction-a place to eat. However, at the gourmet restaurants you experience finely prepared cuisine served by a highly trained wait staff while at the fast food chains you may have to serve yourself. Which of the following characteristics of services best represents this difference? a. Services are intangible. b. Companies cannot easily standardize services. c. Services are perishable. d. Service standards shows wide variations.

D. service standards show wide variations

61. Which of the following elements of a print advertisement contains the company name, address, web address, slogan, trademark, logo, or names the sponsoring organization? a. Slogan b. Headline c. Illustration d. Signature

D. signature

A firm is most likely to opt for a family brand to market its products when the products are: a. sold only to a single large retail chain to protect the manufacturer's reputation. b. sufficiently different so as not to compete directly with each other. c. sold in different geographic markets. d. similar in quality and are closely related to one another.

D. similar in quality and are closely related to one another

A company manufacturing hair care products introduced a new shampoo with keratin to enhance hair quality and reduce hair breakage. To ensure the right spot for the shampoo bottles on the supermarket shelves, the company paid retailers a substantial amount of money. The money paid is called: a. push money. b. rebate. c. premium. d. slotting fees.

D. slotting fees

Beaux, a clothing boutique store, specializes in high-end evening wear for women. Most of their dresses are custom-made for their elite customers. Beaux is an example of a store offering _____ products. a. impulse b. convenience c. shopping d. specialty

D. specialty

A gaming corporation and a mobile manufacturer work together to develop unique games which are made available on the applications of the phones. This is an example of: a. an exchange function. b. marketing research. c. social marketing. d. a strategic alliance.

D. strategic alliance

Which of the following would be visible in relationship marketing? a. Focus on producing high quality goods b. Sales orientation c. Companywide consumer orientation d. Strategic alliances

D. strategic alliances

With reference to the business products classification system, which of the following group of products typically has a long distribution channel? a. Installations b. Component parts and materials c. Raw materials d. Supplies

D. supplies

A company's plans that focus largely on its current and near-future activities and are determined by its middle level management are referred to as _____ plans. a. strategic b. long-term c. operational d. tactical

D. tactical

The group of people to whom a firm directs its marketing efforts and ultimately its merchandise is known as its _____ market. a. undifferentiated b. unsegmented c. mass d. target

D. target

One of the reasons cited by the U.S. Department of Commerce for the trend toward smaller households is: a. young people's tendency to marry early. b. the increase in the number of same-sex couples. c. the low cost of living. d. the frequency of divorce.

D. the frequency of divorce

Ethics are: a. beliefs or customs taught by one generation to the next, often orally. b. the social causes promoted by the company. c. established patterns of behavior that can be objectively verified within a particular social setting. d. the moral standards of behavior expected by society.

D. the moral standards of behavior expected by society

In the area of self-concept theory, the real self is: a. the self which has achieved self-actualization. b. the way the individual thinks other people see him or her. c. the individual's personal set of objectives to which he or she aspires. d. the objective view of the total person.

D. the objective view of the total person

The Federal Trademark Dilution Act of 1995 deals with: a. unregistered trademarks in the marketplace and legal protection for generic names. b. the establishment of procedures for distinguishing generic names from genericized names. c. the regulation of cases of cybersquatting and Internet domain name impingement. d. the rights of a trademark holder to sue for trademark infringement.

D. the rights of a trademark holder to sue for trademark infringement

Which of the following methods develops a promotional budget based on a sound evaluation of the firm's promotional goals? a. The fixed-sum-per-unit method b. The meeting competition method c. The percentage-of-sales method d. The task-objective method

D. the task-objective method

The cohort effect describes: a. why members of the same psychographic group decide to vote the same way and have a lot of similarities in their choices. b. how Generation X uses its financial power to influence product trends, and gets closely followed by the marketers. c. the effect of demographic characteristics in analyzing purchase habits, product usage rates, and brand preference. d. the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.

D. the tendency of members of a generation to be influenced and bound together by events ocurring during their key formative years

Psychographic segmentation divides a population into groups based on: a. their use of the product. b. their income and expenditure patterns. c. their geographic location. d. their attitudes, values and lifestyles.

D. their attitudes, values and lifestyles

Which of the following is true of generic products? a. They are identified through a brand name owned by a wholesaler or retailer. b. They are identified through a brand name owned by a manufacturer or other producer. c. They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. d. They are characterized by plain labels, little or no advertising, and no brand names.

D. they are characterized by plain labels, little or no ads, and no brand names

The screening and business analysis stages generate extremely important information for new-product development as: a. they collect information from different sources to generate new ideas. b. they turn the original concept into a product. c. they verify if the product will perform well in a real-life environment. d. they define the proposed product's target market and customers' needs and wants.

D. they define the proposed product's target market and customers' needs and wants

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand. a. water mark b. brand token c. service mark d. trade dress

D. trade dress

Which of the following business products would be classified as an installation? a. Paper clips b. Office filing cabinets c. Liquid inkjet printers d. Underground mining loaders

D. underground mining loaders

Decisions about distribution strategy primarily involve challenges such as: a. how to advertise the product. b. how to position a product. c. when to raise prices to cover costs. d. which marketing channels to adopt.

D. which marketing channels to adopt

Which of the psychographic consumer segments identified by Roper, emphasizes social issues and societal well-being? a. Devouts b. Altruists c. Intimates d. Creatives

b. altruists

Joining a local bowling league for social interaction is an attempt to meet _____ needs. a. self-actualization b. belongingness c. physiological d. safety

b. belongingness

If a company markets its breakfast cereal to children, it is using _____ segmentation to segment its markets. a. psychographic b. demographic c. end-use d. geographic

b. demogrpahic

Delectable, a fast food chain, emphasizes a lot on things like how the staffs are dressed, how the food is presented, as well as cleanliness of their service area. According to this information, Delectable is focusing on which of the following variables of service quality? a. Assurances b. Responsiveness c. Tangibles d. Empathy

c. TANGIBLES

ADA Inc. stopped its production of oral care goods after determining apparel production to be its new primary objective. This is a direct result of the _____ planning process at ADA Inc. a. tactical b. research c. strategic d. economic

c. strategic