BUS 346 Final

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? Select one: a. Placing a Facebook ad b. Placing a Facebook link on the Nike corporate website c. Uploading a coupon to the Nike fan page d. Encouraging Facebook users to like the Nike page so their friends will see this action e. Creating a Facebook tab allowing users to view the tennis clothing within Facebook

a. Placing a Facebook ad CH.3

Which of the following best describes the direct investment global entry strategy? Select one: a. With direct investment, a firm maintains total ownership of its plants, operation facilities, and offices in a foreign country. b. Direct investment occurs when a producer sells its offering in a foreign market at a price less than its production cost. c. Direct investment designates the maximum quantity of a product that may be brought into a country during a specified time period. d. Direct investment refers to depositing payroll funds in a foreign bank. e. Direct investment occurs when a firm enters a new market by pooling its resources with those of a local firm to form a new company in which ownership, control, and profits are shared.

a. With direct investment, a firm maintains total ownership of its plants, operation facilities, and offices in a foreign country. CH.8

Companies that specialize in sentiment analysis are least likely to look at __________ for data. Select one: a. YouTube b. Mommy blogs c. Facebook d. personal blogs e. Twitter

a. YouTube CH.3

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using? Select one: a. benefit segmentation. b. psychographic segmentation. c. geodemographic segmentation. d. demographic segmentation. e. loyalty segmentation.

a. benefit segmentation. CH.9

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address? Select one: a. bounce rates b. keyword analysis c. mobilization rates d. page views e. sentiment analysis

a. bounce rates CH.3

The perceptions of __________ are being measured in a perceptual map. Select one: a. consumers b. competitors c. the company's executive team d. strategic planners e. the current R&D team

a. consumers CH.9

Each year, Doritos sponsors a Crash the Super Bowl contest, encouraging individuals to submit ads for Doritos to the contest. The winning ad is aired during the Super Bowl broadcast. Which segment of social networking users would be most likely to submit an ad for this contest? Select one: a. creators b. listeners c. bonders d. sharers e. professionals

a. creators CH.3

Exchange control refers to the regulation of a country's Select one: a. currency exchange rate. b. exchange tariffs. c. comparative inflation rate. d. countertrade exchange. e. quota rate of exchange.

a. currency exchange rate. CH.8

Psychographics is the segmentation method that delves into how consumers Select one: a. describe themselves. b. allocate scarce incomes to a variety of goods and services. c. value their livelihoods. d. believe other people see them. e. adjust to demographic changes.

a. describe themselves. CH.9

Graham had developed an extremely successful advertising and promotion campaign for a client in the United States. The client wanted to roll out the same campaign to markets worldwide, but Graham cautioned against doing this, most likely because Select one: a. differences in languages, customs, and culture might make the campaign meaningless and ineffective in some markets. b. he was unfamiliar with the code of ethics for advertising in other countries. c. copyright and intellectual property concerns prevented him from wanting to share his good ideas outside of the U.S. market. d. he had not applied for or received international certification that was required for working outside the United States. e. he did not have the budget for a global rollout.

a. differences in languages, customs, and culture might make the campaign meaningless and ineffective in some markets. CH.8

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to Select one: a. emphasize the benefits these consumers are looking for in a college education. b. offer alternative courses based on geographic location. c. use micromarketing strategies. d. lower the price for this market segment. e. employ loyalty marketing strategies.

a. emphasize the benefits these consumers are looking for in a college education. CH.9

The components of global market assessment include all of the following EXCEPT Select one: a. ethnic analysis. b. analysis of government actions. c. economic analysis. d. infrastructure and technology analysis. e. sociocultural analysis.

a. ethnic analysis. CH.8

When entering into a franchise agreement, what term is used to refer to the firm that is granted the right to operate a business using the franchise name and business concept? Select one: a. franchisee b. franchised owner c. franchise agent d. franchise partner e. franchisor

a. franchisee CH.8

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to Select one: a. provide visual experiences and engage with customers. b. develop customer education. c. develop customer education and engage with others users. d. energize customers and stimulate excitement. e. stimulate excitement.

a. provide visual experiences and engage with customers. CH.3

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether each segment is attractive relative to all of the following EXCEPT Select one: a. realistic. b. substantial. c. profitable. d. responsive. e. reachable.

a. realistic. CH.9

Unilever discovered that people in emerging economies could not afford to buy standard sizes of toothpaste or shampoo, so Unilever started selling single-serve packets at very low prices. Later, Unilever discovered that the same approach worked in the U.S. and started also selling them there. This is an example of Select one: a. reverse innovation. b. glocalization. c. promotional flex. d. unethical marketing practices. e. ethnic sensitivity.

a. reverse innovation. CH.8

The first step in the process of creating a social media campaign is to Select one: a. set goals. b. design the elements of the campaign. c. develop a budget. d. monitor the program. e. identify the target audience.

a. set goals. CH.3

The first step in the process of creating a social media campaign is to Select one: a. set goals. b. develop a budget. c. monitor the program. d. identify the target audience. e. design the elements of the campaign.

a. set goals. CH.3

Manufacturers would prefer to produce in a country with a trade __________, because it signals a greater opportunity to export products to more markets. Select one: a. surplus b. deficit c. balance d. bonus e. culture

a. surplus CH.8

When Ford introduced its Figo in India, it was responding to Select one: a. the economic and social trends in India toward small cars. b. increased competition in the small car market. c. an increased need for large trucks to accommodate the burgeoning construction trade in India. d. India's movement away from small cars. e. the new middle class in India who prefer status cars.

a. the economic and social trends in India toward small cars. CH.8

GDP is defined as Select one: a. the market value of goods and services produced in a country in a year. b. great domestic product. c. national income minus national taxes. d. the gross purchasing power of domestic goods and services plus international income. e. the value of a country's exports minus its imports.

a. the market value of goods and services produced in a country in a year. CH.8

After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider Select one: a. the number of competitors, entry barriers, and product substitutes. b. mass marketing distribution potential and logistical support. c. the current size of the market and the expected growth rate. d. profitability and customer buying behavior. e. ease of pricing control and number of promotional outlets.

a. the number of competitors, entry barriers, and product substitutes. CH.9

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E's in this framework? Select one: a. Education b. Energy c. Excitement d. Experience e. Engagement

b. Energy CH.3

Which country's government has recently made significant changes that will modernize the retail environment, such as allowing joint ventures and direct ownership in some cases? Select one: a. Russia b. India c. China d. Brazil e. Mexico

b. India CH.8

Which of the following is currently a negative factor for foreign investment in India? Select one: a. India has no shopping malls or other large commercial centers. b. India's infrastructure for supply chain management is not up to date. c. India lacks a skilled workforce. d. India's population is fairly old and aging fast. e. India prevents foreign investors from entering into joint ventures.

b. India's infrastructure for supply chain management is not up to date. CH.8

Which of the following is currently a negative factor for foreign investment in Russia? Select one: a. Few Russians have access to the Internet due to heavy regulation. b. Russia is known for corruption, creating ethical dilemmas for firms. c. Russian consumers have little interest in online shopping. d. Russian consumer markets are saturated, offering few opportunities for goods from U.S. companies to sell well. e. The Russian population is poorly educated.

b. Russia is known for corruption, creating ethical dilemmas for firms. CH.8

The United States imports more goods from China than it exports to China. This is known as Select one: a. gross domestic product (GDP). b. a trade deficit. c. an import imbalance. d. gross national income (GNI). e. a trade surplus.

b. a trade deficit. CH.8

What is the appeal of Pinterest to marketers? Select one: a. helps create exclusive merchandise for retailers b. allows products and services to receive unlimited exposure from fans c. allows big-box stores to compete on a cost basis with online retailers d. creates excitement about service or products through gamification e. generates customer engagement with products

b. allows products and services to receive unlimited exposure from fans CH.3

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task? Select one: a. LinkedIn b. blog c. YouTube d. FourSquare e. SCVNGR

b. blog CH.3

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to? Select one: a. professionals b. bonders c. creators d. sharers e. listeners

b. bonders CH.3

This type of thought-sharing site typically provides the highest level of control for companies. Select one: a. professional blog b. corporate blog c. personal blog d. Flickr e. Google+

b. corporate blog CH.3

Cory is working on a global marketing assessment team looking out well into the future to help determine the most attractive market areas around the world. He is evaluating market sizes and growth rates. Based on population growth rates in different regions, he should consider that Select one: a. the United States and Western Europe will have dramatic increases in population growth leading to overcrowding. b. countries with high purchasing power today may not continue to show the same growth in the future. c. urban population centers will become increasing unattractive and the rural areas will experience major growth in population. d. the middle class in India will continue to shrink as the rich get richer and the poor get poorer. e. the global population is expected to grow at staggering rates indefinitely.

b. countries with high purchasing power today may not continue to show the same growth in the future. CH.8

Television advertising has recently expanded to include mini-ads, which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation. Select one: a. benefits b. demographic c. geographic d. behavioral e. psychographic

b. demographic CH.9

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a __________ strategy. Select one: a. undifferentiated targeting b. differentiated targeting c. benefit targeting d. micromarketing e. concentrated targeting

b. differentiated targeting CH.9

Many of the best-known American retailers, like Starbucks and McDonalds, have expanded globally using Select one: a. direct investment. b. franchising. c. strategic alliances. d. exporting. e. joint ventures.

b. franchising. CH.8

Retail store chains often use __________ data to identify other locations with similar characteristics and purchasing behavior where it might make sense to open additional stores. Select one: a. benefit b. geodemographic c. loyalty d. psychographic e. geographic

b. geodemographic CH.9

One measure of traffic from visitors on sites, the total page requests, is measured in units called Select one: a. paths. b. hits. c. tweets. d. clickers. e. impressions.

b. hits. CH.3

When considering global marketing opportunities in Bangladesh, Tom asked the question, "How will we get it there?" Tom is concerned about __________ capabilities in Bangladesh. Select one: a. advertising b. infrastructure c. pricing d. production capacity e. cultural

b. infrastructure CH.8

Firms use a differentiated targeting strategy because Select one: a. it is easier than mass marketing. b. it helps to obtain a bigger share of the market. c. banks are more willing to extend credit to companies with this strategic approach. d. it is better than focusing on individual or small groups of potential customers. e. most market segments are too small to be profitable.

b. it helps to obtain a bigger share of the market. CH.9

When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's Select one: a. demographics. b. lifestyle. c. PRIZM segment. d. loyalty. e. geodemographics.

b. lifestyle. CH.9

Research indicates that positively engaged consumers tend to be Select one: a. older and wealthier than average. b. more profitable consumers. c. more socially outgoing. d. younger and poorer than average. e. more critical consumers.

b. more profitable consumers. CH.3

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to? Select one: a. bonders b. professionals c. creators d. sharers e. listeners

b. professionals CH.3

A __________ limits the quantity of imported merchandise, thus minimizing competition faced by domestic products. Select one: a. duty b. quota c. trade agreement d. trading bloc e. tariff

b. quota CH.8

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words. the market segment must be Select one: a. perceptive. b. responsive. c. reachable. d. identifiable. e. substantial.

b. responsive. CH.9

Overriding desires that drive how we live our lives are called Select one: a. self-control. b. self-values. c. self-esteem. d. self-concept. e. self-confidence.

b. self-values. CH.9

In the Circles for a Successful Value Proposition framework, the value proposition is represented by Select one: a. the intersection between customer needs/wants and competitors' benefits. b. the intersection between customer needs/wants and the firm's product's benefits. c. the intersection between all three of the circles. d. the intersection between the firm's benefits and competitors' benefits. e. the part of the firm's benefits that doesn't overlap with anything.

b. the intersection between customer needs/wants and the firm's product's benefits. CH.9

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. Select one: a. Psychographic b. Benefits c. Demographic d. Geographic e. Behavioral

c. Demographic CH.9

Which of these trade agreements represents the highest level of integration among participating nations? Select one: a. NAFTA b. CAFTA c. EU d. GNI e. ASEAN

c. EU CH.8

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of Select one: a. social bookmarking. b. media sharing. c. microblogging. d. thought sharing. e. professional networking.

c. Microblogging CH.3

__________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings. Select one: a. Proportioning b. Processing c. Positioning d. Prospecting e. Perceptualizing

c. Positioning CH.9

What is Google+? Select one: a. an experimental, advanced search engine b. a video sharing site intended for businesses c. a social networking site d. a website where users can work together to create documents e. a site offering analytical information about website usage

c. a social networking site CH.3

When shopping for a car, you notice a significant price gap between domestic and imported cars, with the imported cars being much more expensive. This could be the result of Select one: a. a boycott. b. globalization. c. a tariff. d. overseas consolidation. e. franchising.

c. a tariff. CH.8

In most cases, countries use tariffs to reduce foreign competition, but tariffs are also used Select one: a. to offer domestic discounts. b. as a way to equalize quotas. c. as a response to perceived unfair trade practices. d. to shorten supply chains. e. to stimulate consumer demand.

c. as a response to perceived unfair trade practices. CH.8

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a Select one: a. network blog. b. social blog. c. corporate blog. d. professional blog. e. personal blog.

c. corporate blog. CH.3

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data. Select one: a. parity and affordability b. attitude change c. frequency and reach d. rule-of-thumb e. sales and promotion

c. frequency and reach CH.17

Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the U.S., what segmentation method would probably be most useful in choosing new locations? Select one: a. loyalty segmentation. b. demographic segmentation. c. geodemographic segmentation. d. psychographic segmentation. e. benefit segmentation.

c. geodemographic segmentation. CH.9

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used __________ segmentation and then used __________ segmentation. Select one: a. lifestyle; macromarketing b. geographic; loyalty c. geodemographic; lifestyle d. behavioral; geodemographic e. micromarketing; loyalty

c. geodemographic; lifestyle CH.9

Within a perceptual map, a __________ represents where a particular market segment's desired product would lie. Select one: a. strategic target b. benefit centroid c. ideal point d. point of parity e. PRIZM cluster

c. ideal point CH.9

Carlos has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see whether they are distinct from each other. Carlos is evaluating whether each segment is Select one: a. responsive. b. substantial. c. identifiable. d. profitable. e. reachable.

c. identifiable. CH.9

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts. Select one: a. geographic segments b. self-concept customers c. market segments d. mass customization consumers e. geodemographic segments

c. market segments CH.9

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers? Select one: a. poor cost control b. unable to make adjustments c. may limit exposure if ad is very successful d. encourages negative feedback e. unattractive to consumers

c. may limit exposure if ad is very successful CH.3

The final step in the process of creating a social media campaign is to Select one: a. develop a budget. b. identify the target audience. c. monitor the program. d. design the elements of the campaign. e. set goals.

c. monitor the program. CH.3

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Having a variety of brands allows Adidas to Select one: a. use geographic segmentation. b. engage in micromarketing for hard-to-fit shoe customers. c. obtain a bigger share of the shoe market. d. generate economies of scale in advertising expenditures. e. use mass marketing techniques.

c. obtain a bigger share of the shoe market. CH.9

Instagram is an example of what type of social media site? Select one: a. microblogging b. media sharing c. photo sharing d. social bookmarking e. thought sharing

c. photo sharing CH.3

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on Select one: a. profitability. b. symbols. c. product attributes. d. competitive comparisons. e. the value proposition.

c. product attributes. CH.9

Which of the following global entry strategies is being used if a company collaborates with a competitor on a globally based opportunity for mutual benefit, but the competitors do not invest in each other? Select one: a. franchising b. joint venture c. strategic alliance d. direct investment e. equity partnership

c. strategic alliance CH.8

One of the reasons marketers use loyalty segmentation is Select one: a. the failure of micromarketing as a workable strategy. b. rapid population increases. c. the high cost of finding new customers. d. accounting difficulties associated with identifying new customers. e. government tax incentives.

c. the high cost of finding new customers. CH.9

__________ is an extreme form of a targeting strategy. Select one: a. Macromarketing b. Concentrated targeting c. Benefit marketing d. Micromarketing e. Differentiated targeting

d. Micromarketing CH.9

Which of the following trade agreements is designed to manage and promote trade activities for the United States, Canada, and Mexico? Select one: a. CAFTA b. EU c. Mercosur d. NAFTA e. ASEAN

d. NAFTA CH.8

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? Select one: a. Pose b. Snapette c. Snapchat d. SCVNGR e. NOWNESS

d. SCVNGR CH.3

What do the BRIC countries have in common? Select one: a. They have suffered more than most other countries in the recent recession. b. They are Asian countries experiencing explosive population growth. c. They are the four countries known for the highest levels of bribery in business and government. d. They are experiencing significant levels of economic growth. e. They participate together in a trading bloc.

d. They are experiencing significant levels of economic growth. CH.8

n China, state control of media is high, so companies are challenged to find ways to get their message to customers. This demonstrates one of the difficulties in crafting a global ________ strategy. Select one: a. product b. cultural c. distribution d. communication e. pricing

d. communication CH.8

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using aNo __________ targeting strategy. Select one: a. micromarketing b. differentiated c. undifferentiated d. concentrated e. benefit-driven

d. concentrated CH.9

Compared to other IMC alternatives, advertising is extremely effective for Select one: a. repositioning consumers in the AIDA model. b. efficient message decoding. c. reducing the potential for noise. d. creating awareness and generating interest in a product. e. closing a sale.

d. creating awareness and generating interest in a product. CH.17

NCD company wants to expand into the Mexican market. It has the financial resources, wants to control business operations, and has had considerable success marketing to Hispanics in the United States. NCD will likely use __________ to expand into the Mexican market. Select one: a. a strategic alliance b. exporting c. franchising d. direct investment e. a joint venture

d. direct investment CH.8

How is the cost to companies and entrepreneurs using Google Analytics calculated? Select one: a. a few cents per 100 hits b. correlated to conversion rates of website c. flat fee d. free for everyone e. free for individuals; corporate rates based on usage

d. free for everyone CH.3

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation Select one: a. is rarely used and unproven. b. offers only one-to-one marketing potential. c. is still an unproven area. d. is a more expensive method for identifying potential customers. e. is available only in limited geographic areas.

d. is a more expensive method for identifying potential customers. CH.9

Corporate pilot fish are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a __________ targeting strategy. Select one: a. macromarketing b. differentiated c. benefit-based d. micromarketing e. undifferentiated

d. micromarketing CH.9

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of Select one: a. psychographic segmentation. b. differentiated targeting. c. concentrated targeting. d. micromarketing. e. undifferentiated targeting.

d. micromarketing. CH.9

Tariffs, quotas, and currency exchange policies affect global Select one: a. offshore product design. b. promotion. c. advertising. d. pricing strategies. e. logistics.

d. pricing strategies. CH.8

Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT Select one: a. symbols. b. competitive comparisons. c. the value proposition. d. profitability. e. product attributes.

d. profitability. CH.9

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com? Select one: a. creators b. listeners c. bonders d. sharers e. professionals

d. sharers CH.3

Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based primarily on Select one: a. profitability. b. symbols. c. competitive comparisons. d. the value proposition. e. product attributes.

d. the value proposition. CH.9

Global businesses often find it particularly difficult to understand the __________ of a country's culture. Select one: a. ceremonies b. symbols c. dress d. underlying values e. visible artifacts

d. underlying values CH.8

What is a microblog? Select one: a. A blog whose owner doesn't post very often. b. A blog run by a small business. c. A blog that supports only links to other posts. d. A blog that targets a very small consumer group. e. A blog service that supports only short posts.

e. A blog service that supports only short posts. CH.3

Which of the following statements best describes global expansion through a strategic alliance? Select one: a. In a strategic alliance, a firm enters a new market and forms a new company with shared ownership, profits, and controls. b. In a strategic alliance, a firm in one country sends products to a firm in another country. c. In a strategic alliance, a firm signs a trade agreement with a firm in another country. d. In a strategic alliance, two firms enter into a franchise agreement. e. A strategic alliance is a relationship in which two firms collaborate on a business opportunity, but do not invest in each other.

e. A strategic alliance is a relationship in which two firms collaborate on a business opportunity, but do not invest in each other. CH.8

__________ segmentation is the segmentation method most directly related to value creation for consumers. Select one: a. Geodeomographic b. Geographic c. Demographic d. Psychographic e. Benefit

e. Benefit CH.9

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes where provides was which of the 4E frameworks? Select one: a. Excite b. Engage c. Energize d. Educate e. Experience

e. Experience CH.3

Which of the following is NOT one of the major trade agreements affecting global marketing? Select one: a. CAFTA b. ASEAN c. NAFTA d. EU e. GNI

e. GNI CH.8

When the value of the dollar declines in relation to other currencies, it benefits U.S. marketers who Select one: a. outsource labor. b. import goods from other countries. c. enforce import quotas. d. engage in countertrade. e. export goods to other countries.

e. export goods to other countries. CH.8

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of Select one: a. information flow. b. target audience impact. c. extended network presence. d. social reach. e. influence.

e. influence. CH.3

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitors' websites, particularly to learn how people search for similar products online? Select one: a. budget analysis b. click-path data c. social influence d. sentiment analysis e. keyword analysis

e. keyword analysis CH.3

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog. Select one: a. social; network b. professional; network c. professional; personal d. personal; social e. personal; professional

e. personal; professional CH.3

Global pricing strategies should be consistent with Select one: a. trade surplus guidelines. b. cost of materials. c. offshore distribution facilities. d. domestic pricing. e. positioning strategies.

e. positioning strategies. CH.8

College students can be a less __________ market segment because students' media habits are quite diverse. Select one: a. substantial b. identifiable c. perceptive d. quantifiable e. reachable

e. reachable CH.9

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is Select one: a. identifiable. b. reactive. c. reachable. d. substantial. e. responsive

e. responsive CH.9

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one happy hour special but few members showed up. The manager did not have a grasp of what would make his target market Select one: a. identifiable. b. reachable. c. quantifiable. d. substantial. e. responsive.

e. responsive. CH.9

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to? Select one: a. bonders b. professionals c. listeners d. creators e. sharers

e. sharers CH.3

Changes in _________ have been a driving force for growth in global markets for decades. Select one: a. infrastructure b. population c. demographics d. ethical standards e. technology

e. technology CH.8

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is Select one: a. limiting the number of tweets per day. b. eliminating negative posts. c. confusion with similar products. d. remuneration for posters. e. timely management of Twitter accounts.

e. timely management of Twitter accounts. CH.3