marketing 346 final Simon

When a company offers consumers the ability to make purchases via a smartphone, this is known as A. M-commerce. B. smart retailing. C. cell selling. D. P-commerce. E. channel expansion.

A

Training service providers to know exactly what a good job entails is setting service A. knowledge. B. quality. C. delivery. D. standards. E. empowerment.

D

Which of the following is a systematic means of collecting information from people by using a questionnaire? A. survey B. experiment C. scanner study D. in-depth interview E. focus group

A

Which of the following is an example of an institutional buyer? A. Mayo Clinic Hospital B. Procter & Gamble C. U.S. Marine Corps D. Nucor Steel Corporation E. Walmart

A

One afternoon, the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer. Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked A. procedural fairness. B. variability. C. organizational fairness. D. intangibility. E. explanatory fairness.

A

One key feature of the value of a strong brand is that A. it can protect the firm from competition. B. it no longer needs to be supported by advertising and promotion. C. if it becomes a generic name, the brand is worth even more. D. it cannot be successfully imitated by a retailer's own brand. E. competitors will typically abandon a sector altogether rather than compete.

A

"Buy one, get one free" is a __________ sales promotion. A. deal B. coupon C. sample D. sweepstake E. rebate

A

A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. A. corporate blog B. faxed newsletter C. Super Bowl ad D. full-page ad in selected newspapers E. public relations campaign

A

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. A. product line B. product mix C. product mix breadth D. line extension E. brand extension

A

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's hierarchy of needs? A. safety B. love C. esteem D. self-actualization E. physiological

A

A restaurant chain is working to improve the quality of its food and service. It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years, to track its progress. What kind of data is the restaurant chain collecting? A. panel data B. internal secondary data C. focus group data D. external secondary data E. scanner data

A

A service is any intangible offering that involves a deed, performance, or effort that A. cannot be physically possessed. B. is high-priced. C. is supported solely through advertising. D. can be transformed into a physical product. E. offers benefits but not costs.

A

A toothpaste tube is an example of a ________ package. A. primary B. secondary C. brand positioning D. private-label E. convenience

A

A(n) __________ is a 13-digit code retailers can use to track inventory. A. UPC B. CFPR C. pick ticket D. ASN E. EDI

A

A(n) __________ is a document used by a forklift driver, indicating how much of each item to get from specific storage areas. A. pick ticket B. warehouse receipt C. bill of lading D. certificate of origin E. RFID tag

A

A(n) __________ is a small group of people brought together for an intensive discussion of a topic. A. focus group B. social media site C. experiment D. data mining session E. in-depth interview

A

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is A. customer complaints. B. syndicated data services. C. employee empowerment programs. D. distributive fairness analysis. E. management by objective programs.

A

An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the A. conversion rate. B. collection ratio. C. consumer index. D. customer total. E. buyer quotient.

A

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more A. interactive. B. expensive. C. company-controlled. D. consumer-controlled. E. entertainment-oriented.

A

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. A. emotional B. ethical C. informational D. institutional E. reminder

A

Because there are many firms with similar products in purely competitive markets, A. price is determined by the laws of supply and demand. B. consumers develop personal preferences. C. firms find it easy to build strong, distinct brands. D. advertising is heavily used. E. the many competitors will focus on variable cost pricing.

A

Benefit-cost analysis in market research weighs A. the benefits of answering questions against the cost of the research. B. the benefit of qualitative research against the cost of quantitative research. C. the benefit of primary data research against the cost of secondary data research. D. the benefit of a data warehouse against the cost of syndicated data. E. the benefit of internal secondary data against the cost of external secondary data.

A

Benefits of the traditional retail store as a channel includes the ability to A. provide personalized and meaningful product information. B. offer a greater selection of products. C. offer an expanded market presence for all consumers. D. efficiently collect information about how consumers shop for a particular product. E. quickly compare prices across multiple channels.

A

Compared to mass media advertising, a key advantage of direct marketing is that A. it allows for personalization of the message. B. it reaches a larger audience. C. it involves face-to-face contact. D. it uses the rule-of-thumb budgeting method. E. it is used almost exclusively for B2B marketing.

A

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as A. individual brands. B. family brands. C. corporate brands. D. traditional brands. E. registered brands.

A

Distribution intensity is commonly divided into three levels: A. intensive, exclusive, and selective. B. primary, secondary, and tertiary. C. administered, vertical, and independent. D. global, national, and local. E. corporate, contractual, and independent.

A

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? A. sender B. transmitter C. encoder D. channel E. receiver

A

In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that A. respondents cannot easily or accurately answer. B. respondents are reluctant to answer because the information is sensitive. C. leads respondents to a particular response. D. asks two questions at once. E. is complex and something respondents may be unfamiliar with.

A

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or A. competing messages. B. an extended feedback loop. C. indirect encoding. D. inhibited decoding. E. excessive reach.

A

Jenny was feeling frustrated. "What's taking them so long to make a decision? It's been weeks since I first met with them, and they all seem interested in the product. I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying situation? A. new buy B. modified rebuy C. straight rebuy D. generic buy E. adapted buy

A

Kohl's, JCPenney, and Bloomingdales are examples of A. department stores. B. off-price retailers. C. discount stores. D. extreme value stores. E. category specialist stores.

A

Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as A. brand dilution. B. commingled brands. C. undifferentiated brands. D. approximated brands. E. unlicensed brands.

A

Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as A. an indicator of quality. B. a reflection of status quo pricing. C. an indicator of the variety. D. a measure of scarcity. E. a measure of the income effect.

A

Mario is the first retailer in town to sell games for Sony's new PlayStation 3 machine. Mario wants to quickly capture as much of the market for the new games as possible. Mario will likely use a __________ pricing strategy. A. market penetration B. bundling C. price fixing D. reference E. skimming

A

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do. A. pretest B. posttest C. monitor D. flight E. pulse

A

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 A. influence. B. extended network presence. C. social reach. D. target audience impact. E. information flow.

A

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs. A. functional B. prepurchase C. social D. psychological E. functional and psychological

A

Which of the following is NOT one of the important functions of labels on products and packages? A. protecting against damage to the product B. providing consumer information to assist in purchasing C. identifying the brand and building brand image D. promoting the brand or complementary brands E. listing ingredients

A

Which of the following statements best describes secondary data? A. Secondary data are pieces of information that have been collected prior to the start of the focal research project. B. Secondary data are those data collected to address specific research needs. C. Secondary data collection is always extremely time consuming and expensive. D. Secondary data will always meet the researchers' needs. E. Secondary data includes only qualitative research.

A

Which of the following statements is NOT one of the guidelines provided by the American Marketing Association for conducting marketing research? A. Personal information about research participants should not be shared, EXCEPT with a designated member of senior management. B. Selling or fundraising should not be conducted under the guise of conducting research. C. Researchers should not misrepresent data. D. Clients and suppliers should be treated fairly. E. Researchers should not omit pertinent data.

A

Which of the following types of data would be the best choice for Wendy's fast food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? A. internal secondary data B. external secondary data C. survey responses D. focus group data E. primary data

A

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends? A. bonders B. creators C. listeners D. professionals E. sharers

A

Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee? A. standards gap B. knowledge gap C. performance gap D. communication gap E. recovery gap

A

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's A. organizational culture. B. governing principles. C. human resources policy. D. employee obligations. E. code of ethics.

A

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its A. conversion rate. B. collection ratio. C. consumer index. D. customer total. E. culture quotient.

A

_______ is another term for private-label brands. A. Store brands B. Off brands C. Manufacturer brands D. National brands E. Experiential brands

A

__________ are the three types of attribute sets. A. Universal, retrieval, and evoked B. University, relatives, and expression C. United, relations, and exploration D. Urban, random, and exchange E. Unanimity, rule, and express

A

__________ refers to the process by which the receiver interprets the sender's message. A. Decoding B. Feedback C. Precoding D. Encoding E. Tracking

A

One problem in relying on price elasticity and demand curves when setting prices is that A. the way a product or service is marketed can have a profound impact on price elasticity. B. the underlying ideas of the demand curve and elasticity are less relevant in the modern economy. C. only economists can properly analyze demand curves and set prices using this tool. D. competitors can construct the same demand curves, so there is no advantage in using them. E. marketing split from economics over the ideas of demand and elasticity.

A

One product strategy used by retailers to differentiate themselves from competitors is A. the use of private label brands. B. discount pricing. C. removing brand labels from their merchandise offerings. D. JIT product delivery. E. offering brand name merchandise.

A

Overriding desires that drive how we live our lives are called A. self-values. B. self-concept. C. self-esteem. D. self-confidence. E. self-control.

A

Price skimming focuses on selling products to __________ and __________ in the consumer adoption process model. A. innovators; early adopters B. early adopters; early majority C. early majority; late majority D. late majority; laggards E. laggards; innovators

A

Public relations is the component of IMC that A. supports other promotional efforts by generating free media attention. B. has received the greatest increase in spending. C. converts mass media advertising into direct marketing. D. most effectively uses IMC encoding. E. generates the most gross rating points.

A

Qualtrics, Surveymonkey, and Zoomerang are examples of A. online survey software. B. biometric data companies. C. data warehouses. D. syndicated data companies. E. focus group programs.

A

Quantitative research offers a means to confirm ideas through A. surveys or experiments. B. in-depth interviews. C. data mining. D. qualitative research. E. informal analysis.

A

Randall wants to do an online survey of college professors about the factors that influence their textbook selection. He would like to use a structured survey but is not sure what responses to include for each question. Randall could use __________ to help him develop his survey. A. in-depth interviews B. experiments C. surveys D. observation E. primary data mining

A

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. After a vendor is chosen, Reginald will handle the paperwork and send out the purchase order. Reginald plays the role of __________ in the buying center. A. buyer B. initiator C. influencer D. user E. gatekeeper

A

Red Bull sends out student brand managers to distribute free samples to their peers. What form of marketing communication is this? A. sales promotion B. direct marketing C. public relations D. mobile marketing E. advertising

A

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer. A. perceived value B. brand awareness C. brand loyalty D. generic positioning E. brand extension

A

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is to A. listen to the customer. B. contact a supervisor. C. estimate the damage. D. provide a fair solution. E. resolve the problem quickly.

A

Services marketing managers have learned that more employees will support a quality-oriented process if A. they are involved in setting the goals. B. perishable services are replaced with tangible services. C. they are required to diverge from existing standards. D. customers are responsible for setting service quality standards. E. the process involves both part-time and full-time employees.

A

Shell MasterCard, created cooperatively by Shell Oil Company and Master Card, is an example of A. co-branding. B. brand extraction. C. brand collusion. D. a generic brand. E. brand dilution.

A

Some retailers require their suppliers to ship merchandise ___________, thus eliminating the time and expense associated with ticketing and marking. A. floor-ready B. flattened C. lead time synchronized D. aggregated E. synthesized

A

Sophie made pies and sold them from her food trailer at businesses. This is an example of a(n) A. direct marketing channel. B. distribution center. C. simplified transaction. D. wholesale operation. E. indirect marketing channel.

A

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 A. corporate blog. B. network blog. C. personal blog. D. professional blog. E. social blog.

A

Students of marketing often overlook or underestimate the importance of place in the marketing mix simply because A. it happens behind the scenes. B. it conflicts with promotion. C. it occurs after making pricing decisions. D. no one is directly in charge of place decisions. E. the product itself is so much more important.

A

Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. For these students, __________ is the most important of the five service quality dimensions. A. assurance B. reliability C. tangibles D. responsiveness E. empathy

A

The percentage of a customer's purchases made from a particular retailer is referred to as A. share of wallet. B. share of market. C. customer loyalty. D. customer relationship management. E. customer value ratio.

A

The sender of an IMC message hopes the receivers are A. the people for whom the message was originally intended. B. the people with the most buying power. C. consumers who are capable of discerning value. D. consumers who have purchased the firm's products in the past. E. the market segment with the most gross rating points.

A

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence. A. assurance B. reliability C. responsiveness D. empathy E. tangibles

A

The three components of an attitude are A. cognitive, affective, and behavioral. B. connected, applicable, and bearable. C. confident, achievable, and believable. D. consistent, affordable, and particular. E. controlled, uncontrolled, and visible.

A

The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions. A. situational B. psychological C. shopping D. interpersonal E. economic

A

There are five types of risks associated with purchase decisions. Which of the following best describes a situation where your new car stalls in the middle of a busy intersection? A. physiological risk B. social risk C. financial risk D. functional risk E. psychological risk

A

To discourage consumers from buying in gray markets, some manufacturers have A. warned consumers that their warranty is null and void if purchased through a gray market supplier. B. shifted advertising resources from gray markets to black markets. C. increased the price to gray markets while maintaining existing prices to blue markets. D. petitioned government regulators to impose price controls. E. lowered the quality of their products to reduce gray market demand.

A

Today, __________ dominate supply chains. A. large retailers B. manufacturers C. government agencies D. wholesalers E. distributors

A

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following EXCEPT A. which competitors they should collaborate with. B. what should be made. C. how products should be configured. D. when products should be delivered. E. what products should cost.

A

Unlike advertising, public relations A. supports promotional efforts by generating free media attention. B. accounts for a greater increase in marketing spending. C. converts mass media advertising into direct marketing. D. is considered a human resources function. E. should not be considered as part of the marketing area.

A

Using technology and __________ are two ways a delivery gap can be reduced in size. A. empowering employees B. variability analysis C. voice-of-customer analysis D. zone of tolerance analysis E. public relations

A

When Burroughs Wellcome introduced the first anti-AIDS drugs, it initially set the price at $10,000 for a year's supply. Burroughs Wellcome was probably pursuing a __________ pricing strategy. A. skimming B. introductory C. slotting allowance D. market penetration E. cost-based

A

When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose __________ distribution for its new product. A. intensive B. exclusive C. selective D. collective E. variable

A

When Cynthia's Boutique receives dresses, they already have price tags and are on hangers. Cynthia's Boutique receives __________ merchandise. A. floor-ready B. repurposed C. just-in-time D. quick response E. horizontal channel

A

When Jaime arrived at her hotel room and saw that the bed sheets had not been changed from the last hotel guest and there were cockroaches in the bathroom, she chose to go elsewhere. An undone, bug-infested room was not in Jaime's __________, which is the difference between what she really wants and what she will accept before looking for another hotel. A. zone of tolerance B. delivery gap C. zone of intolerance D. service gap E. patience zone

A

A __________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations. A. seniority B. knowledge C. standards D. delivery E. communication

B

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

B

A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers. A. circulation center B. distribution center C. supply chain hub D. collaborative replenishment office E. floor-ready franchising center

B

A major advantage of primary data collection is that A. it can be easily accessed through syndicated databases. B. it can be tailored to meet the specific research needs. C. it takes less time to collect than secondary data. D. it is general enough to meet many researchers' needs. E. all of these are advantages of primary research data.

B

A marketing research project often begins with a review of the relevant __________ data. A. primary B. secondary C. quantitative D. unfocused E. structured

B

A measure termed _______ describes how useful an ad message is to the consumer doing the search. A. reliability B. relevance C. impression D. awareness E. return on investment

B

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct A. brand associations. B. product lines. C. product mixes. D. brands. E. augmented services.

B

A(n) __________ is a need or want strong enough to cause the person to seek satisfaction. A. locus of control B. motive C. attitude D. perception E. learning curve

B

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often A. beyond most managers' ability to comprehend. B. expensive and time consuming. C. an academic exercise of little real value. D. an impediment to decisive management. E. of little use in real marketing situations.

B

According to a typical demand curve, the higher the price, A. the greater the income effect. B. the lower the quantity consumers will buy. C. the lower the output of producers. D. the greater the production costs. E. the lower the cross-price elasticity.

B

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. A. the click rate B. the total GRP C. the conversion rate D. the media mix E. the USP

B

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to A. generate consumer action. B. increase the level of interest among consumers. C. determine the level of desire needed to sustain action. D. gain the attention of the consumer. E. create intentions to purchase the product.

B

After need recognition and product specification, many firms using the B2B buying process A. identify contract specifications. B. issue a request for proposals from invited suppliers. C. proceed to proposal analysis. D. enter vendor negotiation and selection. E. revise their need recognition analysis.

B

Amber has developed a line of organic lotions and handmade soaps with unique, herb-based scents and a touch of bee balm. She plans to sell these products to the wealthy residents of a nearby resort town. Which level of distribution intensity is probably best for this product? A. intensive B. exclusive C. selective D. collective E. variable

B

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called A. an evoked set. B. determinant attributes. C. short lists. D. perceived risk factors. E. trade-off elements.

B

Annabeth is looking for a Michael Kors chronograph watch and assumes she can view and try them on at Macy's. She makes a special trip to the store to look at the watches and selects the style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently shop for this item at a particular store? A. channel structure B. customer expectations C. channel characteristics D. distribution intensity E. vertical integration of channel

B

Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers' attitudes. A. social B. affective C. psychological D. cognitive E. physiological

B

Both major political parties have developed proprietary databases that contain vast information about voters, broken down by demographic and geographic information. This kind of information is A. primary data. B. secondary data. C. syndicated data. D. neuromarketing. E. qualitative research.

B

Brands can be owned by A. manufacturers only. B. any firm in the supply chain. C. retailers only. D. wholesalers and retailers only. E. only private label generic retailers.

B

Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT A. manufacturers. B. consumers. C. retailers. D. producers. E. wholesalers.

B

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to? A. bonders B. creators C. listeners D. professionals E. sharers

B

Christopher bought Timberland boots because he felt they were perfect for his outdoor activities. Patrick bought the same kind of boots because he felt they were stylish, especially with the logo clearly visible. The psychological factor driving Patrick's behavior is A. a functional need. B. lifestyle. C. brand association. D. learned behavior. E. his evoked set.

B

Cross-price elasticity is the A. percentage change in quantity of a product demanded divided by the percentage change in its price. B. percentage change in quantity demanded of product A compared to the percentage change in price of product B. C. change in price of product A divided by change in quantity demanded for product B. D. change in quantity of a product demanded divided by the change in its price. E. change in quantity of a product demanded divided by the change in its elasticity.

B

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? A. bonders B. creators C. listeners D. professionals E. sharers

B

Effective service recovery entails all of the following EXCEPT A. listening to the customer. B. estimating the damage. C. providing a fair solution. D. resolving the problem quickly. E. all of these are effective service recovery techniques.

B

Firms can close the __________ gap by matching customer expectations with actual service through use of marketing metrics. A. seniority B. knowledge C. standards D. delivery E. communication

B

Firms can use __________ to bring customers together to share experiences around the products. A. surveys B. social media C. consumer outlets D. brand associations E. public relations

B

For brick-and-mortar retailers, when making decisions regarding place, a key ingredient to success is A. product placement promotion. B. convenient locations. C. private-label merchandise. D. off-price placement. E. customer relationship management.

B

In a retail supply chain, the ________ records the purchase information and electronically sends it to the corporate office. A. UPC B. POS terminal C. aggregate D. ASN E. data warehouse

B

Joe is reviewing secondary data his company collected about seasonal variation in consumer spending because he is thinking about developing a new product line. The advantages of using these data are that A. they are new and can be used to project overall demand. B. they can be quickly accessed at a relatively low cost. C. they are historical data that can be used to accurately predict future trends. D. they have been collected for just the purpose Joe is using it for. E. their high cost can be justified by the results.

B

Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers'__________ risk. A. psychological B. financial C. performance D. social E. physiological

B

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on A. a compensatory decision rule. B. a noncompensatory decision rule. C. habitual decision making. D. social factors. E. temporal factors.

B

At the BMW plant in Spartanburg, South Carolina, suppliers deliver parts every four hours when the plant is in operation and are responsible for removing any packaging or pallets used to deliver their products. BMW uses a ______________ inventory control system. A. cross-docking B. lead time C. JIT D. CPFR E. UPC

C

At the break-even point, A. costs are zero. B. price is maximized. C. profits are zero. D. fixed costs are zero. E. contribution per unit is zero.

C

B2B buying decisions are often made by A. governors. B. influencers. C. committees. D. resellers. E. consumers.

C

Barry customizes Harley-Davidson motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably A. price sensitive. B. price elastic. C. price inelastic. D. income elastic. E. cross-price elastic.

C

Because services are __________, it is often difficult for marketers to convey the benefits to consumers. A. variable B. inseparable C. intangible D. perishable E. substantial

C

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call A. service perceptions. B. service efforts. C. service quality. D. service aspirations. E. service feedback.

C

Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its customers' buying patterns over a 15-year period as determined by their use of a loyalty card. What method did Jeffrey's use to make sense of the data that was available? A. biometrics B. neuromarketing C. data mining D. data warehousing E. panel data

C

Raymond estimates that the fixed costs associated with opening a new bank branch are $500,000. He expects the branch to attract 1,000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100,000 per year in revenue. For Raymond, the total cost of opening the new branch and remaining open for one year will be: A. $500,000. B. $550,000. C. $650,000. D. $450,000. E. $605,000.

B

Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than average. D. younger and poorer than average. E. more critical consumers.

B

Retailing is the primary activity in all of the following situations EXCEPT A. buying and eating a fast-food meal. B. transporting pallets of Daisy brand dairy products. C. visiting a tile store that sells at wholesale prices. D. upgrading an airline ticket at the airport. E. purchasing one case of paper for the office at Office Max.

B

Social media first began to get more professional and offer more to users A. just after its invention phase in the early 1990s. B. at the turn of the twenty-first century. C. when Apple launched the first App Store. D. in the past few years, during its entrepreneurial phase. E. in 2011-2012, when the market became flooded with smartphones.

B

Thanh has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in A. low involvement decision making. B. extended problem solving. C. habitual decision making. D. prepurchase dissonance. E. limited problem solving.

B

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? A. Engagement B. Energy C. Excitement D. Experience E. Education

B

The IMC communication process begins with __________, who must be clearly identified. A. the integrator B. the sender C. the transmitter D. the communication channel E. the receiver

B

The __________ gap can be reduced by managing consumers' expectations. A. knowledge B. communication C. delivery D. standards E. empowerment

B

The decision to delete a product is never taken lightly because, generally, manufacturers have A. offered the product line to other firms for purchase. B. made substantial investments in product development and manufacturing. C. promised consumers they will maintain the product. D. used brand repositioning to improve results. E. federal standards that must be met when taking products off the market.

B

The first question a marketing researcher should ask when considering a research study is A. Who will pay for it? B. Will the research be useful? C. When is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions?

B

The major objectives associated with a market penetration pricing strategy are to A. capture the high end of the market demand curve and lower introduction costs. B. quickly build sales and market share. C. minimize customer dissatisfaction and maximize reference price value. D. provide an incentive to purchase a less desirable product to obtain a more desirable product. E. match competitors' prices and communicate high quality.

B

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the A. headline. B. body copy. C. brand elements. D. photo credits. E. subheads.

B

The manager of a company selling cellular phones in rural U.S. markets asks you to conduct survey research into the question, "What percentage of people in Kansas live in communities of fewer than 10,000 people?" The problem with this research objective is that A. it is irrelevant to the cellular company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is too expensive to determine the answer.

B

This type of thought-sharing site typically provides the highest level of control for companies. A. professional blog B. corporate blog C. personal blog D. Flickr E. Google+

B

Typically, B2B buyers ask potential suppliers to A. write the RFP for the buyer. B. submit formal proposals. C. sponsor interviews with final customers to determine product needs. D. always be involved in reselling. E. organize themselves into selling cooperatives.

B

Typically, manufacturers and retailers exchange business documents through a(n) __________ system, the computer-to-computer exchange of business documents from a retailer to a vendor and back. A. cross-docking exchange B. electronic data interchange C. floor-ready bundling D. vertical conflict reduction E. radio frequency identification

B

U.S.-based global marketers have often found that A. anything goes when advertising outside the United States. B. EU advertising laws are more restrictive than those in the United States. C. children in other countries are less influenced by advertising. D. self-regulatory groups are especially demanding of U.S. advertisers. E. outside the U.S., standards are subject to U.N. approval.

B

Walmart's "Everyday low prices" selling proposition is effective primarily because it is A. unique to the industry. B. meaningful to the consumer. C. variable over time. D. a one-time message. E. generally unsustainable.

B

When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over twelve hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry cleaner and have the suit cleaned while Dr. Horton got a few hours of sleep. Karen's actions are an example of A. the variability associated with service quality performance. B. empowering employees to meet customers' needs. C. procedural fairness. D. specific service standards. E. public relations to increase puffery.

B

When Joe's Chicken Shack wants chicken delivered in smaller batches more frequently, it offers its distributors an incentive in the form of special bonuses to change their schedules. Joe's demonstrates which kind of power? A. coercive B. reward C. referent D. expertise E. information

B

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________ set. A. universal B. retrieval C. evoked D. deterministic E. behavioral

B

When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in A. corporate branding. B. brand extension. C. brand licensing. D. brand association. E. perceived value branding.

B

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action. A. informative B. persuasive C. institutional D. discussive E. reminder

B

When comparing the various communication channels available to marketing professionals, it becomes apparent that A. consumers prefer advertising over other channels. B. no single channel is better than another channel. C. public relations is the least expensive but the most successful. D. personal selling is the most expensive but the least successful. E. online marketing is taking the place of advertising and public relations.

B

When conducting a survey about choosing vacation destinations, Hillary will need to __________ to get reluctant respondents to provide honest information. A. choose only highly verbal consumers B. assure consumers that their individual responses will be kept confidential C. use only focus group interviews D. ask unstructured questions E. create an efficient data warehouse

B

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to A. identify her need. B. search for information about cars. C. evaluate alternatives. D. purchase a new car. E. assess her satisfaction with the car she purchased.

B

When the market research problem is not clearly defined, a researcher will likely engage in __________ research. A. data mining B. qualitative C. survey D. quantitative E. experimental

B

When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of A. perishable value. B. distributive fairness. C. empowerment. D. procedural justice. E. the size of the knowledge gap.

B

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? A. never, after the first product/service B. once for each individual product and service C. once by each management team member D. only when a product is removed from the line E. when the prior year's budget is exceeded

B

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to A. generate goodwill for the company. B. pull the product into retail stores through consumer demand. C. signal strategy changes to market competitors. D. make it easier to do posttesting. E. use a push strategy.

B

Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to A. meet their self-actualization needs. B. make purchase decisions. C. consider repositioning their opinions. D. pursue generic alternatives. E. negotiate discounts.

B

Which of the following is NOT a public relations tool? A. donating a portion of profits to a charitable cause B. coupons and rebates C. event sponsorships D. news releases E. websites

B

Which of the following is NOT one of the steps in the AIDA model? A. awareness B. intention C. action D. desire E. interest

B

Which of the following is likely the LEAST common emotional appeal for advertisers? A. fear B. anger C. humor D. love E. nostalgia

B

Which of the following is the best example of a family brand? A. Cadillac, GMC, and Chevrolet B. Tostitos Multigrain Scoops and Tostitos Chunky Salsa C. Kellogg's Special K and Famous Amos Chocolate Chip Cookies D. Lifesavers Soda, Coca Cola, and Diet Coke E. KFC/Taco Bell Fast Foods

B

Which of the following is the best example of a reminder advertising message? A. "Buy now, pay later." B. "Doing business in Peoria since 1848." C. "Better than the rest." D. "Now available. The latest fall fashions." E. "Serving the public since last Tuesday."

B

Which type of store is small and offers a limited merchandise assortment at very low prices? A. specialty stores B. extreme value retailers C. outlet stores D. limited assortment supermarkets E. convenience stores

B

YouTube is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B

Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. They overcome that aspect of consumers' search process by offering a free, no questions asked return policy. A. specialty B. shopping C. convenience D. ritual E. impulse

B

_________ are combating competitive pressures by increasing the amount of exclusive and private label merchandise they sell and expanding their online presence. A. Convenience stores B. Department stores C. Full-line discount stores D. Extreme value stores E. Off-price retailers

B

_________ are subtle forms of promotion that encourage shopping in retailers' stores. A. Electronic signs B. Store credit cards and gift cards C. Large stocks of popular national brands D. Quick response and just-in-time delivery systems E. Extreme value offers and specialty share of the wallet programs

B

_________ is when two or more firms join forces to reach a target audience in a short-term effort. A. Promotional co-branding B. Cross-promotion C. Joint-venture promotion D. Multi-target promoting E. Convenience promoting

B

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating. A. Sentiment rates B. Conversion rates C. Bounce rates D. Keyword rates E. Mobilization rates

B

________________ measures consumers' sensitivity to price changes. A. Cross-price elasticity of demand B. Price elasticity of demand C. Income elasticity of demand D. Competitive profit elasticity of demand E. Inelastic demand price parity

B

A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product. A. secondary; primary B. generic; private label C. primary; secondary D. corporate; manufacturer's E. co-branded; licensed

C

A distribution center is typically operated by A. the marketing department. B. vertically integrated consumer networks. C. retailers, manufacturers, or distribution specialists. D. corporate-government joint ventures. E. electronic data interchange services.

C

A major disadvantage of primary data collection is A. it can only be accessed through syndicated databases or unstructured data mines. B. it cannot be tailored to meet specific research needs. C. it takes more time to collect than secondary data and is more costly. D. it is too general to meet researchers' and managers' needs. E. it does not offer behavioral insights that can be obtained from secondary data.

C

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser. A. promotional deal B. mass media buy C. product placement D. loyalty program E. sampling

C

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using A. the value proposition. B. salient attributes. C. symbols. D. the competition. E. perceptual maps.

C

Marketers with successful brands sometimes hesitate to expand their brands because A. Federal Trade Commission regulations limit the number of products that can be marketed under an individual brand name. B. it is costly to maintain many product lines, and it might weaken the brand's meaning. C. it is often difficult to get additional marketing communications coverage for the brand. D. manufacturing divisions usually control brand expansion and are often in conflict with the marketing division. E. the current economy can only support a limited number of product options.

B

Marketing research includes all of the following EXCEPT A. collecting data. B. creating data. C. recording data. D. interpreting data. E. analyzing data.

B

Along the service-product continuum, which of the following would be considered the most service dominant? A. grocery store B. apparel specialty store C. doctor D. bookstore E. restaurant

C

Although it is relatively easy to offer customers Internet options like a FAQ page and an e-mail address to answer questions, some companies are using an interactive approach to address customers' questions while they are visiting the websites. These firms are using ___________ to provide the customer with enhanced customer service. A. vendor-managed inventory B. web videos C. online chats D. EDI E. online games

C

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different A. attitudes. B. risk factors. C. perceptions. D. factual norms. E. postpurchase dissonance.

C

An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________. A. needs; desires B. institutional focus; personal focus C. personal desires; utilitarian needs D. top-of-the-mind awareness; bottom-of-the-mind reactions E. cost-consciousness; imaginations

C

Another name for a manufacturer's brand is a(n) __________ brand. A. systematic B. extended C. national D. premium E. private-label

C

Another name for brand repositioning is A. strategic brand alteration. B. change management. C. rebranding. D. perception tracking. E. brand scaling.

C

Markham Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Markham Publishing should A. treat all members of the buying center as equally important. B. address the concerns of all members of the buying center with particular attention to the decision maker. C. focus on providing information to and making the sales approach to the one decision maker. D. attempt to facilitate the collective agreement of all members of the buying center. E. focus attention on the gatekeeper in the buying center's team.

B

Marlie designs and manufactures specialty furniture. She has a number of unique products but can only produce in limited quantities. Marlie will probably NOT use a market penetration strategy because A. there are few barriers to competitive entry in the market. B. she could not meet a rapid rise in demand. C. a low price would indicate low quality. D. she would have to determine zone pricing discounts. E. the experience curve effect would drop unit costs too rapidly.

B

Medical services, assisted living care, and active senior travel are all examples of A. services shifted abroad because costs are lower in developing countries. B. services an aging population will increase their demand for. C. household maintenance activities that people increasingly pay others to perform. D. the price elasticity effect on services demand. E. the ability of empowerment to create tangible service products.

B

Most B2B buying situations can be categorized as new buys, modified rebuys, and A. generic buys. B. straight rebuys. C. ordinary rebuys. D. adapted buys. E. minor buys.

B

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? A. questionnaire B. in-depth interviews C. experiment D. focus group E. biometrics

B

Of the following retailers, the best example of a category killer is A. Dollar General. B. Staples. C. Kohl's. D. Target. E. Costco.

B

Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely search for information from A. the Sears catalog. B. the Consumer Reports website. C. the local Better Business Bureau. D. the website for Best Buy (an electronics retail chain). E. Psychology Today magazine.

B

Price advertisements should never A. include puffery. B. deceive customers to the point of doing harm. C. include the price. D. use advertising allowances to increase sales promotion. E. use price skimming after using price penetration.

B

Price is often the most challenging of the four Ps to manage, partly because it is often ______________ in developing marketing strategies. A. the least important aspect B. treated as an afterthought C. calculated by senior consultants D. difficult to calculate markups E. the subject of cross-shopping differentiation

B

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is: A. How will the results be presented? B. Will observational research be considered intrusive? C. Is top management committed to the study? D. How will the questions be defined? E. Who will manage the research?

C

If a firm in a purely competitive market can differentiate its product or service, it becomes part of a _______________ market. A. pure competition B. oligopolistic competition C. monopolistic competition D. monopoly E. duopoly

C

If a firm promises more than it can deliver, A. it has created an empowerment gap. B. consumers will have a knowledge gap. C. it creates a communication gap. D. it needs to enact a voice-of-customer program. E. perishability becomes a problem.

C

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours. A. traditional B. combination C. cross-docking D. vertical E. horizontal

C

In a market with _______________, there are many firms providing differentiated products. A. pure competition B. oligopolistic competition C. monopolistic competition D. a monopoly E. a duopoly

C

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know A. the internal rate of return and the projected expenditure level. B. the total number of units sold and the total cost of sales. C. sales revenue and advertising cost. D. gross margin and advertising cost. E. the advertising cost and the total communications expenditures.

C

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. A. professional; network B. professional; personal C. personal; professional D. personal; social E. social; network

C

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called A. social activist marketing. B. voluntary premium pricing. C. cause-related marketing. D. business/social responsibility. E. the do-gooder syndrome.

C

Marketers advertising an artificially high regular price are unethically attempting to influence consumers'__________ perceptions. A. fixed price B. reference price C. seasonal price D. leader price E. cost-based price

C

Marketers particularly want their brands and products to be in consumers'__________ sets. A. universal B. retrieval C. evoked D. deterministic E. behavioral

C

Marketers selling milk, bread, and other consumer staples know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods. A. specialty B. shopping C. convenience D. ritual E. impulse

C

Marketers with luxury brands use brand extension cautiously to avoid A. brand licensing fees. B. exclusive co-branding arrangements. C. diluting the core brand. D. private label branding disputes. E. product line extension limitations.

C

Mattel wanted to determine whether a new toy would appeal to preschoolers, so it put six 4-year-olds in a room with several toys and waited to see which ones they played with. What form of research is this? A. experiment B. focus group C. observation D. neuromarketing E. panel

C

What is neuromarketing? A. The analysis of consumer comments on social media to understand consumers' thoughts and opinions. B. The use of psychological principles to design marketing research studies. C. The use of EEG scanners to measure consumers' brain waves. D. The use of neural networks to perform data mining and develop marketing insights. E. The use of in-depth interviews to map detailed networks of information storage in the brain.

C

Which of the following is NOT one of the typical outlets used by retailers? A. catalogs B. the Internet C. business-to-business requests for proposals (RFPs) D. brick-and-mortar stores E. restaurants and hotels

C

Which of the following is NOT required to build a successful strategic relationship? A. mutual trust B. open communications C. creation of a joint venture D. common goals E. credible commitments

C

Which of the following is an example of a government buyer? A. Mayo Clinic Hospital B. Procter & Gamble C. U.S. Marine Corps D. Nucor Steel Corporation E. Walmart

C

Which of the following is the best example of puffery? A. "Take two and call us in the morning." B. "Happy hour every Friday." C. "You have tried the rest, now try the best." D. "All natural ingredients." E. "Northwestern, the quiet company."

C

Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer A. more brand awareness. B. higher degrees of brand loyalty. C. greater perceived value. D. a better brand image. E. more product line depth.

C

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver A. value-based posttesting. B. niche media emotional appeals to the mass market. C. a consistent and compelling message. D. selective, continuous pulsing. E. mild puffery.

C

One of the advantages of niche media is that it often allows marketers to A. reach a larger audience than mass media. B. use major events like the Super Bowl. C. change and personalize messages for different audiences. D. sell cooperative advertising space to cosponsors. E. spend fewer advertising dollars.

C

One of the advantages of selling specialty goods and services is that when consumers want them, they will A. question the price. B. consider many alternatives. C. search for them. D. perceive greater performance risk. E. expect them to be offered conveniently.

C

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________. A. cost; outdated information B. time required for collection; sources not original C. potential bias; cost D. outdated information; information not relevant to data needs E. sophisticated training required to obtain it; potential bias

C

Rodi owns Hallman's auto repair service. He has observed over the years that customers keep their high-mileage cars longer when the economy is doing poorly, creating demand for his maintenance and repair service. Rodi has observed the impact of ______________ on demand for his service. A. breakeven points B. the price inelasticity ratio C. the income effect D. target profit pricing E. cross-price elasticity

C

Roland has just received notification from a vendor that his clothing merchandise order has been processed and dispatched. Roland has just received a(n) A. horizontal contractual notice. B. vendor-managed inventory alert. C. advanced shipping notice. D. universal product code report. E. CPFR tag.

C

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts. A. decoding B. pre-testing C. feedback D. simulations E. encoding

C

Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ____________ affects demand for products. A. the substitution effect B. the price inelasticity coefficient C. the income effect D. the target return effect E. cross-price elasticity

C

Sales promotions include all of the following EXCEPT A. coupons. B. rebates. C. online ads. D. point-of-purchase displays. E. free samples.

C

Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this is consistent with the company's overall strategy, it will choose __________ distribution. A. primary B. independent C. intensive D. exclusive E. selective

C

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? A. Uploading a coupon to the Nike fan page B. Encouraging Facebook users to like the Nike page so their friends will see this action C. Placing a Facebook ad D. Creating a Facebook tab allowing users to view the tennis clothing within Facebook E. Placing a Facebook link on the Nike corporate website

C

The Gaps model is designed to highlight those areas where A. service providers provide the best possible service. B. manufacturers are cutting corners on product quality. C. customers believe they are getting less or poorer service than they should. D. service providers know more than their customers. E. delivered service exceeds expected service.

C

The RFP stage of the B2B buying process is NOT required for A. a new buy. B. a modified rebuy. C. a straight rebuy. D. either a new buy or a modified rebuy. E. an adapted buy.

C

The consumer decision process model represents A. the concept of habitual decision making. B. the retrieval of an evoked set based on physiological needs. C. the steps that consumers go through before, during, and after making purchases. D. the shift from an internal to an external locus of control. E. the types of decisions all consumers must make.

C

The contribution per unit is A. price minus total costs. B. price minus total variable cost. C. price minus variable cost per unit. D. total revenue minus total cost. E. break-even quantity divided by total fixed costs.

C

The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be. A. financial risk and performance risk B. search for alternatives and alternatives found C. needy state and desired state D. universal set and evoked set E. external and internal information search

C

The greater the discrepancy between a consumer's needy state and the desired state, the greater A. time needed to satisfy the need. B. the effort consumers will invest in searching for alternatives. C. the consumer's need recognition will be. D. the size of the universal set will be. E. the amount of external information search will be needed.

C

The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing A. supply chain relationships. B. extreme value retailing efforts. C. increased customer loyalty. D. global private label brands. E. multichannel retailing.

C

The local auto supply store gets merchandise delivered to it by its manufacturers as soon as it has a need, reducing stockouts with minimal inventory. This demonstrates the concept of A. data warehousing. B. a push marketing strategy. C. vendor-managed inventory. D. manufacturer-managed distribution. E. cross-docking.

C

Bill desperately needed tires for his car, and he found an ad with an incredibly low price. When he got there, he found out that those had been sold out, and he was pressured into buying tires that were more expensive than he wanted. Bill found out later that Marcelo had had the same experience at the store a few weeks earlier. It's quite possible that both Bill and Marcelo had become the victim of a deceptive pricing tactic known as A. loss leader pricing. B. desperation selling. C. bait and switch. D. off-season deceptions. E. inventory reduction pricing.

C

Today, when a customer orders merchandise from an online vendor, the vendor usually sends an immediate order confirmation message by e-mail. Usually within a day or two, a second message arrives stating that the order is in the mail. This second message is a type of A. vertical contractual notice. B. CPFR requirement. C. advanced shipping notice. D. universal product code report. E. RFID tag.

C

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. A. public relations; institutional advertising B. advertising; personal selling C. sales promotion; advertising D. advertising; public relations E. corporate blogs; public relations

C

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

C

For consumers, shopping in a retail store instead of online offers the unique benefits of participating in a social experience and A. receiving meaningful product information. B. viewing a greater selection of products. C. obtaining immediate gratification. D. receiving personalized offers. E. viewing price matching by competitors.

C

For many years, General Electric's corporate strategy was to be among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation. A. increasing product line depth B. decreasing product line depth C. decreasing product mix breadth D. increasing product mix breadth E. introducing brand extensions

C

For marketers to advertise a price as their __________, the Better Business Bureau recommends that at least 50 percent of the sales of a product occur at that price. A. fixed price B. zone price C. regular price D. leader price E. cost-based price

C

For which of the following is demand likely to be least sensitive to price increases? A. spring break vacations B. a specific brand of cereal C. prescription drugs D. theater tickets E. restaurant meals

C

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? A. loyalty segmentation. B. benefit segmentation. C. psychographic segmentation. D. geodemographic segmentation. E. demographic segmentation.

D

Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers' __________, the difference between what her customers want and what they will accept before going elsewhere. A. voice-of-customer quotient B. empowerment standard C. tangibles gap D. zone of tolerance E. quality gap

D

Not knowing the roles of key players in the buying process could cause a sales representative to A. bid too high a quantity. B. fail the vendor analysis. C. respond to an RFP too quickly. D. waste time and alienate people. E. misdirect his or her product.

D

One of the categories of products for which brand extension is especially logical is A. generic goods. B. generic services. C. commodities. D. complementary goods. E. licensed brands.

D

One of the limitations associated with break-even analysis is that A. it assumes fixed costs are zero. B. it cannot adjust for high variable costs. C. it only tells marketers what price is needed to break even. D. it assumes that there is only one price. E. it assumes that demand is extremely inelastic.

D

One of the major tools used by marketers to meet the needs of loyal customers is A. SKU. B. PDQ. C. IMF. D. CRM. E. GATT.

D

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________. A. passive and interactive; tangible and intangible B. mobile marketing and direct marketing; tangible and intangible C. offline and online; low cost and high cost D. passive and interactive; offline and online E. static and changing; offline and online

D

The marketing of services differs from product marketing because services are all of these EXCEPT A. intangible. B. inseparable. C. variable. D. renewable. E. perishable.

D

Advertising in which medium relies on a mix of visual and auditory techniques? A. radio B. magazines C. newspapers D. television E. direct marketing

D

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to A. provide information. B. remind consumers. C. recruit employees. D. persuade consumers to take action. E. generate goodwill.

D

After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving up A. the conventional morality life cycle. B. the lifestyle achievement matrix. C. the Consumer Validation Model. D. Maslow's hierarchy of needs. E. from an internal to an external locus of control.

D

What is a disadvantage of online focus groups, compared to offline focus groups? A. They are more expensive. B. They attract a limited group of participants. C. They generally take longer to conduct. D. They usually do not permit insights based on body language. E. They produce insights that are rarely taken seriously.

D

Where Caroline grew up, everyone knew everyone else, no one locked the doors on their house, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to __________ differences. A. reference group B. situational C. cognitive D. cultural E. evoked

D

Where on a product's packaging would one most likely find nutrient content and country of origin? A. inside the secondary package B. inside the primary package C. on the company website D. on the label E. on the store shelf display

D

Which of the following is NOT a recommended strategy for service recovery? A. listening to the customer B. finding a fair solution C. resolving problems quickly D. silencing an irate customer before the individual makes any angry outbursts E. following procedural fairness when solving problems

D

Which of the following is NOT one of the federal agencies that regulate advertising activities? A. FDA B. FCC C. FTC D. FRS E. USPS

D

Which of the following is NOT one of the five Cs of pricing? A. customers B. channel members C. cost D. collaboration E. company objectives

D

Which of the following is NOT one of the four criteria used for determining how good a brand is or how much equity it has? A. brand awareness B. brand loyalty C. brand associations D. brand conceptualization E. perceived value

D

Which of the following is NOT one of the four general types of organizational cultures? A. autocratic B. democratic C. consultative D. capitalist E. consensus

D

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? A. corporate blog B. faxed newsletter C. Super Bowl ad D. corporate website E. Twitter

D

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? A. Engage B. Energize C. Excite D. Experience E. Educate

D

Although conflict is likely to occur in any supply chain, it is generally more pronounced when A. the supply chain members are geographically too close to each other. B. manufacturers pressure retailers. C. retailers pressure manufacturers. D. the supply chain members are independent entities. E. the economy is booming.

D

An advertising plan is crucial to an ad campaign because it A. is the basis for sales commissions. B. is required by the accounting department. C. offers insights into the creative leadership of mass media buyers. D. will later be used to measure the success or failure of the campaign. E. stimulates demand for a product category.

D

Andy likes gourmet popcorn and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good. A. shopping; specialty B. convenience; shopping C. convenience; specialty D. specialty; convenience E. unique; universal

D

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy. A. pull B. puffery C. publicity D. push E. posttesting

D

As a multichannel retailing operation matures, as in the case of Walmart, what tends to happen to its organizational structure? A. separation of all operations B. escalation of costs across all channels C. growth of retail channel, diminishment of Internet channel D. operational integration of all channels E. growth of Internet channel, diminishment of retail channel

D

Because there are only a few firms in markets with oligopolistic competition, A. everyone is a price taker. B. producers do not have to consider the reactions of rival firms. C. government often encourages consolidation to reduce the number of competitors. D. price wars may occur. E. the many competitors will focus on product differentiation.

D

Bill is a yacht broker in the southeastern United States. For years he has had difficulty selling large yachts locally because there were few places to dock these boats. Yachts and spaces to dock them are an example of A. substitute products. B. purely competitive products. C. status quo pricing products. D. complementary products. E. competitive parity products.

D

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage A. will force him to use PSAs. B. increases consumers' preference for high-pressure persuasive advertising. C. makes his job more difficult. D. makes it easier to select media. E. makes budget more important, and creativity less important.

D

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers A. relatively low response rates. B. the ability to share video with respondents. C. the ability to ask sensitive questions with anonymity. D. fast responses at a lower cost. E. the opportunity to survey both existing and potential customers.

D

Colin has been directed by his boss to determine whether their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult. A. quantifiable B. substantial C. unequally distributed D. intangible E. inconsequential to customers

D

Colin has just received a delivery from the company's distribution center. He opens the containers and finds the popcorn and snacks are all bar-coded and priced, and the package includes an end-of-the-aisle display rack. Colin has received a __________ shipment. A. quick-response packaged B. ahead of the curve C. lead time synchronized D. floor-ready E. synthesized

D

Especially in the fashion industry where styles and trends change rapidly, a quick response system can A. allow retailers to better forecast long-term demand. B. reduce logistical overlay. C. increase cross-docking promotional effectiveness. D. align deliveries more closely with actual sales. E. allow manufacturers to introduce unpopular styles and still be successful.

D

Even the best marketing communication can be wasted if the sender does not first A. generate consumer action. B. offer testimonials from past consumers. C. determine the level of desire needed to sustain action. D. gain the attention of the consumer. E. stimulate interest among stealth marketing consumers.

D

Excluding computers, which of the following methods is used by more consumers to access social media? A. e-readers B. iPads C. iPods D. mobile phones E. GPS units

D

How does an advertiser calculate the GRP? A. current sales plus new sales B. reach minus frequency C. sales minus advertising costs D. reach times frequency E. reach times range

D

If a firm declared that it wanted to develop a strategic relationship, but was unwilling to commit funds or any effort to make it succeed, there would be an obvious lack of A. mutual trust. B. common goals. C. a contractual arrangement. D. credible commitments. E. open communication.

D

Which of the following represents the BEST reason a manufacturer of high-end products might consider selling products in a warehouse club? A. There are no high-end shopping centers within a 100-mile radius of the warehouse club. B. The warehouse club has a good reputation. C. The manufacturer is trying to increase market share. D. The manufacturer overestimated demand or has a great deal of returned merchandise from other retailers. E. The warehouse club wants to upgrade its image.

D

Which of these is NOT one of the main components of a value proposition? A. The target market. B. The name of the product or brand being offered. C. The product/service category or concept being offered. D. The price of the product or service being offered. E. The unique point of difference or benefits offered.

D

Wholesalers sell to all of the following EXCEPT A. businesses. B. manufacturers. C. retailers. D. consumers. E. industrial users.

D

_______ must always be aligned with other elements of a retailer's strategy to accurately define its image. A. Mobile commerce B. Transportation C. Distribution D. Price E. Labeling

D

________ means allowing employees to make decisions about how service is provided to customers. A. Endorsement B. Quality control C. Standardization D. Empowerment E. Authorization

D

_________ is any interference in the IMC process. A. Translation B. Looping C. Excessive reach D. Noise E. Feedback

D

Yurgen is opening a financial consulting service for high-income retirees in his area. This target market is used to paying for quality and associates high quality with high prices. Yurgen should probably NOT use a market penetration pricing strategy because A. he might be missing out on customers who would pay more for his products. B. there are moderate barriers to competitive entry in the market. C. a low price might signal low quality. D. he would have to determine zone pricing discounts. E. the experience curve effect would drop unit costs too rapidly.

C

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. A. social media monitoring B. experimental C. in-depth interview D. primary data mining E. observation

C

Zappo's online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappo's sends a humorous email saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's A. postpurchase dissonance. B. selective perception. C. conversion rate. D. reference group influence. E. position in the evoked set.

C

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line. A. brand equity B. product line breadth C. product line depth D. product mix depth E. product mix breadth

C

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs. A. B2B programs B. Trade incentives C. Sales promotions D. Push programs E. Targeted leader items

C

_________ are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services. A. Warehouse clubs B. Supercenters C. Convenience stores D. Department stores E. Extreme value retailers

C

_________ is the number of items within a product line. A. Brand equity B. Product line breadth C. Product line depth D. Product mix depth E. Product mix breadth

C

_________ refer(s) to the process by which consumers select, organize, and interpret information. A. Attitude B. Learning C. Perception D. Values E. Consumption

C

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. A. Emotional B. Niche marketing C. Informational D. Institutional E. Reminder

C

__________ are likely to target low-income consumers who demand national brands but cannot afford to buy large-sized packages. A. Category killers B. Department stores C. Extreme value retailers D. Specialty stores E. Warehouse club stores

C

__________ distribution intensity helps a seller to maintain a particular image and control the flow of merchandise into an area. A. Intensive B. Endogenous C. Selective D. Collective E. Variable

C

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. A. Product familiarity B. Brand association C. Brand awareness D. Marketing recall E. Cognitive association

C

__________ represents the systems and equipment resources that service providers need to be able to close the delivery gap. A. Service infrastructure B. Quality mechanics C. Instrumental support D. Dynamic support E. Customer interface architecture

C

Each time a politician or celebrity writes a book, bookstores can expect at least some customers to want the book, but whether it will become a bestseller is less certain. The bookstore's primary inventory management challenge is A. how to get the author to sign copies of the book. B. whether to price the books in the distribution center or at the retail store. C. which other books to promote along with this book. D. whether to display the book at the checkout counter. E. having enough books to satisfy customer demands versus the cost of having the inventory.

E

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT A. what a typical shopping list looks like. B. whether changes in prices affect buying. C. marketplace trends. D. what kinds of promotions might be attractive to you. E. other stores where you buy similar products.

E

Effective service recovery efforts can lead to all of the following EXCEPT A. increased purchase intentions. B. increased positive word of mouth. C. increased customer satisfaction. D. lower levels of satisfaction than prior to the service failures. E. increased dependence on technology to prevent future service failures.

E

Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations. A. seniority B. knowledge C. standards D. delivery E. communication

E

For which of the following is demand likely to be most sensitive to price increases? A. prescription drugs B. college tuition for last-semester seniors C. electricity D. hospital care E. a specific brand of soft drink

E

Frequent buyer/user award programs are used to A. increase price sensitivity. B. decrease co-branding costs. C. lower licensing fees. D. expand product line depth. E. maintain contact with loyal customers.

E

Gerald has a number of customers for his lawn care service who never question his bill but expect their lawns to be perfect. These customers do not want low prices, they want A. a sales orientation. B. fixed costs. C. cross-price discounts. D. a target return. E. high value.

E

Health clubs often use a low, introductory offer price to get people to join their club. These low prices represent a ______________ pricing strategy. A. maximizing profits B. target profit C. target return D. status quo E. sales orientation

E

Heartland Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. Heartland will likely choose __________ distribution intensity. A. luxury B. variable C. monopolistic D. intensive E. exclusive

E

Historically, prices were A. the center of attention in almost all marketing strategies. B. analyzed and changed constantly. C. calculated to minimize contribution per unit. D. allowed to vary seasonally as cross-shopping tendencies fluctuated. E. rarely changed except in response to radical shifts in market conditions.

E

How can a company find its way out of a market characterized by pure competition? A. Consistently offer the lowest price until other competitors leave the market. B. Increase prices and attract different, quality-oriented customers. C. Decrease the amount of available product until the market reacts. D. Increase the amount of available product to flood the market. E. Differentiate the product in some way, even by packaging, so customers will see it as distinct.

E

If the fixed costs of manufacturing a new cell phone are $10,000, the sales price is $60, and variable cost per unit is $20, the break-even point is A. 100 units. B. 4,000 units. C. 20 units. D. 1,000 units. E. 250 units.

E

If there is a difference between the actual service provided to customers and the service the firm has promoted, a __________ gap exists. A. seniority B. knowledge C. standards D. delivery E. communication

E

In simple terms, the AIDA model is also known as the __________ model. A. intention, action, interest B. stop, look, listen C. want, need, desire D. inform, persuade, act E. think, feel, do

E

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. A. medium B. sender C. transmitter D. communication channel E. receiver

E

In vendor-managed inventory systems, A. corporations send information to retail customers, bypassing wholesalers and retailers. B. companies send information to cooperatives. C. customers send information to retailers. D. manufacturers send sales information to the retailer. E. retailers send sales information to the manufacturer.

E

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because A. they do not carry enough merchandise. B. consumers no longer recognize brand equity. C. big-box food retailers are shifting into specialty store product lines. D. there is not enough merchandise to go around. E. competitors can purchase and sell many of the same popular brands.

E

Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of A. the cost of the media buy. B. past economic conditions. C. planned store expansions in similar markets. D. new advertising concepts. E. the daily and weekly sales volume.

E

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will probably choose _________ distribution. A. luxury B. selective C. monopolistic D. intensive E. exclusive

E

During the research design step of the marketing research process, researchers identify the type of data needed and A. the statistical software to be used. B. the dates when data will be collected. C. the forum in which the data will be presented. D. the identities of research participants in the project. E. the type of research necessary to collect the data.

E

Kayla is the new manager of a resort hotel. She knows from reviewing customer complaints that service quality at the hotel is not consistently meeting customers' expectations, and she believes that the biggest problem is that her employees are not sure what is expected of them. To improve service quality, Kayla will A. empower customers to meet their own service needs. B. establish a broad zone of intolerance to reduce customer complaints. C. narrowly define a knowledge gap. D. separate intangibles from tangibles. E. set specific, measurable goals based on customers' expectations.

E

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or are newly arrived. Frank also helps Kim to make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department buying center. A. buyer B. initiator C. influencer D. user E. gatekeeper

E

Labor, materials, and energy are typically __________ costs. A. fixed B. incidental C. prestige D. inelastic E. variable

E

Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, because he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates because he knows this is a high-end brand. Lars can be said to have A. brand recall. B. aided recall. C. brand preference. D. brand image. E. brand awareness.

E

Most manufacturing and retailing marketers worry constantly about whether their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not. A. noise B. pre-testing C. precoding D. encoding E. feedback

E

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate. A. intangibility B. inseparability C. spendability D. perishability E. variability

E

Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the __________ gap associated with their service. A. knowledge B. empowerment C. delivery D. standards E. communication

E

Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reginald hopes that this attention to his regulars will encourage them to A. assist him in meeting his functional needs. B. always include his firm in their universal set. C. extend problem solving beyond ritual consumption. D. internalize impulse attitudes. E. spread positive word of mouth.

E

Salina is working to create greater brand awareness for her company's new line of personal digital assistants. To increase brand awareness, the LEAST important information that should be included in promotions is A. the brand name. B. the logo. C. the packaging. D. the slogan. E. the product history.

E

Steve wasn't sure what kind of salsa he wanted to get for his upcoming Super Bowl party. It seemed like there were dozens of varieties to choose from. He noticed that he could sample a few at a station in the store. He tried four, rejected two, and bought several jars of the two he really liked. He also ended up buying a different—and more expensive—kind of tortilla chip after tasting it. Marketers identify this as a success story of A. learning. B. decision rules. C. social factors. D. advertisements. E. in-store demonstrations.

E

Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process A. consumer confidence building. B. self-actualization. C. a decision rule. D. reducing prepurchase dissonance. E. learning.

E

Supercenters have become the fastest growing retail category by combining broad assortments of groceries and general merchandise products. __________ dominates this category with the vast majority of supercenters in the United States. A. Target B. Meijer C. Kmart D. Kroger E. Walmart

E

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide A. internal secondary data. B. primary data. C. online survey software. D. website analytics. E. syndicated data.

E

The _____________ loop allows the receiver to communicate with the sender in the IMC process. A. decoding B. pre-testing C. precoding D. encoding E. feedback

E

The commercial airline industry is considered what type of market? A. duopoly B. monopoly C. monopolistic competition D. pure competition E. oligopolistic competition

E

The final step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C. set goals. D. design the elements of the campaign. E. monitor the program.

E

The perceptions of __________ are being measured in a perceptual map. A. competitors B. strategic planners C. the company's executive team D. the current R&D team E. consumers

E

The potential benefits of brand extension do NOT include A. allowing the perception of a brand with a quality image to be carried over to the new product. B. lowering marketing costs. C. boosting sales of the core brand. D. spending less on creating brand awareness and associations. E. eliminating competition.

E

The proliferation of new media alternatives has led many firms to shift their promotional budgets from A. publicity to public relations. B. personal selling to advertising. C. integrated marketing communications to diverse marketing communications. D. stealth marketing to viral marketing. E. advertising to direct marketing and website development.

E

There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs. A. social B. personal C. psychological D. esteem E. physiological

E

When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships. A. conventional B. vertical C. horizontal D. administered E. interdependent

E

When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a A. knowledge gap. B. standards gap. C. social expectations gap. D. delivery gap. E. communications gap.

E

Which of the following data sources would NOT be considered external secondary data? A. U.S. census data B. syndicated data C. newspaper articles D. scanner data E. a survey

E

Which of the following is NOT a communication channel used in the IMC process? A. radio B. television C. newspaper D. Internet E. supply chain

E

Which of the following is NOT an advantage of using a distribution center? A. More accurate sales forecasts are possible. B. Retailers need to keep less merchandise in the store as inventory if the stores get frequent deliveries. C. It is easier to avoid running out of stock or having too much stock. D. Use of a distribution center saves money since the storage space at a distribution center is generally less expensive than that of a store. E. Customers know they are dealing with a more sophisticated and financially well-off operation if the firm uses a distribution center.

E

Which of the following is NOT one of the guidelines for developing a market research questionnaire? A. The layout should be professional and easy to follow. B. Questions should only address one issue at a time. C. Questions should be sequenced appropriately. D. Questions should use vocabulary respondents are familiar with. E. Sensitive questions should be asked first.

E

Which of the following is NOT true regarding secondary packaging? A. It can provide information to consumers not found on the primary packaging. B. It is important to the retailer in terms of convenience in handling. C. It can be an important positioning tool to convey the brand image. D. It can allow for cost efficiencies due to larger order and shipment sizes. E. It is of little value to the average consumer.

E

Which of the following is an example of an unstructured question? A. Would you buy this product? (yes, no) B. Would you buy this product? A. definitely, B. maybe, C. definitely not C. What would convince you to buy this product? A. lower price, B. larger packaging, C. better taste D. Please rate the attributes of this product that are important to you. (Rate 1-5, with 1 being most important and 5 being least important.) E. Why did you buy this product?

E

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? A. focus groups B. surveys C. social media monitoring D. primary data mining E. in-depth interviews

E

Which of the following scenarios is NOT a reason a firm would eliminate an item within a product line? A. The firm decided to refocus marketing efforts elsewhere. B. The firm must respond to evolving markets. C. The product undermined its own brand. D. The product being eliminated is unprofitable. E. The firm has decided to capture new markets.

E

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework? A. Engage B. Energize C. Excite D. Experience E. Educate

E

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. A. parity and affordability B. sales and promotion C. attitude change D. rule-of-thumb E. frequency and reach

E

Yolanda manages a Best Sleep Inn along an interstate highway. She knows from experience that five to ten last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Yolanda has empowered her staff to offer discounts when the motel is largely vacant and to quote the standard price when the motel is close to full. She knows her service is __________, meaning that if no one stays in the room, it generates no revenue that evening. A. intangible B. inseparable C. variable D. durable E. perishable

E

_______ power is based on getting a channel member to behave in a certain way because of a contractual agreement. A. Coercive B. Reward C. Referent D. Expertise E. Legitimate

E

________ can be defined as raw numbers or other factual information that, on its own, has limited value. A. Statistics B. Charts and graphs C. Marketing research D. Formulas E. Data

E

_________ can purchase merchandise at one-fifth to one-fourth of the original wholesale prices because they do not ask the suppliers for advertising allowances or markdown adjustments. A. Department stores B. Specialty stores C. Category specialists D. Drugstores E. Off-price retailers

E

__________ price fixing occurs when competitors collude to control prices, and __________ price fixing occurs within a marketing channel to control prices passed on to consumers. A. Industry; supply chain B. General; specific C. Widespread; integrated D. Strategic; tactical E. Horizontal; vertical

E

A __________ gap can be closed by getting employees to meet or exceed service standards. A. seniority B. knowledge C. standards D. delivery E. communication

D

A typical focus group has ________ members. A. 2-4 B. 4-6 C. 6-8 D. 8-12 E. 12-15

D

A(n) __________ is a supply chain whose members act like a unified system. A. vertical marketing system B. independent marketing system C. concentrated marketing system D. conventional marketing system E. strategic marketing system

A

A(n) __________ is the set of institutions that transfer the ownership of and move goods from the point of production to the point of consumption. A. marketing channel B. distribution center C. logistics chain D. strategic relationship E. electronic data interchange

A

After reviewing the existing data on seasonal spending by his company's customers, Marvin decided he needed new information collected to address his research questions. Marvin will need __________ data to address the questions in his market research study. A. primary B. secondary C. mined D. syndicated E. warehoused

A

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent? A. behavioral component B. affective component C. cognitive component D. affordable component E. connected component

A

Along the service-product continuum, which of the following would be considered the most product dominant? A. grocery store B. auto repair shop C. doctor's office D. cell phone service provider E. restaurant

A

Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over A. how they communicate the services they promise. B. the price of ingredients. C. the attitudes of customers. D. the way customers view them compared to competitors. E. the knowledge gap consumers create.

A

Americans often equate bigger with better, and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce __________ risk in the consumer decision process. A. psychological B. financial C. performance D. social E. physiological

A

Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live. A. lifestyle B. conspicuous consumption C. the demonstration effect D. external validation E. life standards

A

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast. A. frequency B. reach C. gross rating points D. ROI E. click-through rate

A

André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his __________ risk. A. social B. financial C. performance D. psychological E. physiological

A

Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders. These computers are an example of A. instrumental support. B. employee incentives. C. emotional support. D. line extensions. E. the delivery gap.

A

Because advertising is the most visible form of marketing, A. many people think of marketing and advertising as synonymous. B. it is the most important part of a marketing mix. C. everyone prefers to be in advertising. D. marketing budgets always emphasize advertising over other forms of communication. E. it is the largest source of employment opportunities for marketing graduates.

A

Because customers have different needs and expectations, the key to distributive fairness in service recovery is to A. listen to the customer. B. contact a supervisor quickly. C. estimate the damage. D. provide a fair solution. E. resolve the problem quickly.

A

Because services like cruises and car rentals are perishable, many marketers use A. pricing strategies to match supply with demand. B. service quality to extend the life of the product. C. incentives to encourage staff to deliver according to standards. D. training to standardize delivery. E. machines to replace people for standard transactions.

A

Bertone's Office Supplies has decided to branch out from its existing stores. It plans to start sending out a catalog and to sell its products online. Bertone's is adopting: A. a multichannel strategy. B. exclusive distribution. C. selective distribution. D. an extreme value strategy. E. a service retailing philosophy.

A

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these models will serve as a(n) __________ and influence consumers. A. reference group B. risk avoider C. cultural determinant D. cognitive learning experiment E. evoked set

A

Blogs represent valuable sources of marketing research insights, but they are also a challenge for firms because A. they include both positive and negative commentary. B. they are expensive for firms to use. C. they are affiliated with companies, which biases their comments. D. they tend to be shy about putting their opinions out in cyberspace. E. they are unreliable.

A

Brands are assets that can be legally protected through A. copyrights and trademarks. B. financial reporting. C. brand extensions. D. generic branding. E. corporate branding strategies.

A

Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment. After reviewing the order information, Frieda will A. send an acknowledgement that the order has been received. B. rewrite her firm's proposal. C. submit a competitive bid. D. proceed to vendor analysis. E. evaluate performance.

A

Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers and grabs bread and milk on the way home when he stops to buy gas. Brian probably does the majority of this shopping at a A. convenience store. B. warehouse club. C. conventional supermarket. D. drugstore. E. category specialist.

A

Carol's Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol's Studio is known as a(n) A. service retailer. B. category specialist. C. specialty store. D. outlet studio. E. small box specialist.

A

Chandra owns a pet sitting service. He recently paid a web developer to build a special version of his company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of A. M-commerce. B. smart retailing. C. cell selling. D. P-commerce. E. channel expansion.

A

Customers must see value in a product or service before they are willing to exchange time or money to obtain it, but not all customers see the same value in a product. To analyze how many units will be sold at any given price point, marketers draw on A. a demand curve. B. the law of averages. C. multiple regression analyses. D. target return strategies. E. a sales orientation.

A

Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan's position can be described as a(n) A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

A

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

A

Data collection begins A. only after completing the research design process. B. after determining whether there are any objections. C. whenever the researcher wants to. D. after creating the presentation format. E. after analyzing the data.

A

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) ________ gap. A. knowledge B. standards C. ethics D. delivery E. communications

A

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent flyer program). Still, she uses an online fare comparison website each time to see whether a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly. A. a compensatory decision rule B. a noncompensatory decision rule C. habitual decision making D. social factors E. temporal factors

A

Earl was known for driving 30 miles to save a dollar on the price for his favorite beverage. Earl perceived price as ________________, while most consumers recognize price as the ______________ made to acquire a good or service. A. money paid; overall sacrifice B. variable cost; fixed cost C. fixed cost; variable payment D. overall sacrifice; monetary payment E. break-even amount; price elasticity

A

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head & Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an anti-dandruff shampoo. The new ads suggest that Head & Shoulders has been A. rebranded. B. reformulated. C. licensed to a premium shampoo manufacturer. D. extended as a brand. E. co-branded.

A

Empowerment of employees helps to address the delivery gap because A. employees directly involved with the customer can respond effectively at the moment the problem occurs. B. customers appreciate feeling empowered. C. management then doesn't need to devote time and energy to resolving service delivery problems. D. employees spend less time resolving problems than managers would. E. it ultimately contributes to employee knowledge and retention.

A

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? A. bonders B. creators C. listeners D. professionals E. sharers

A

Felicia had just taken over her family's business after spending ten years in the marketing department of a large corporation. She met with a representative from one of her firm's biggest customers, who told her, "We should think about how we can make the pie bigger rather than fighting over the size of the slices." She had expected a more cutthroat approach rather than this call for a A. partnering relationship. B. shared mission statement. C. common marketing system. D. corporate vertical marketing system. E. linked supply chain.

A

For a brand name to be effective, it needs to be A. easy for consumers to recognize and remember. B. a catchy, tongue-twisting phrase. C. a visual image containing human characters. D. generic, so it can be applied to as many products as possible. E. associated with a sports or movie superstar.

A

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

A

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to A. provide visual experiences and engage with customers. B. stimulate excitement. C. develop customer education and engage with others users. D. develop customer education. E. energize customers and stimulate excitement.

A

In _______________, many firms provide similar products that are considered substitutes for each other. A. pure competition B. oligopolistic competition C. monopolistic competition D. a monopoly E. a duopoly

A

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? A. Engage B. Energize C. Excite D. Experience E. Educate

A

Generally, less money is spent on advertising in B2B markets because A. B2B marketing usually involves more personal selling. B. B2B marketing is too expensive to use advertising. C. business customers prefer coupons. D. B2B markets are too homogeneous to use advertising. E. publicity is the most effective advertising in B2B markets.

A

Generally, the larger and more sophisticated the channel member, the less likely that it will A. use supply chain intermediaries. B. rely on marketing research. C. use multichannel marketing. D. use intensive distribution. E. be concerned about competitive actions.

A

Generally, when advertising to consumers, the objective of an advertising campaign is A. a pull strategy—to get the product into stores by having consumers demand it. B. a push strategy—to stimulate interest among members of the supply chain. C. to win advertising awards. D. to offset sales promotion costs. E. to maximize media planning.

A

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of ________ segmentation. A. occasion B. loyalty C. geographic D. psychographic E. demographic

A

If a marketing researcher has to collect data under severe time constraints, which of the following types of data sources would probably be available soonest? A. syndicated data B. focus group data C. experimental data D. panel data E. survey data

A

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable A. awareness. B. equity. C. extension. D. integration. E. co-branding.

A

If marketing communications are effective, they will A. result in purchases by some consumers receiving the communications. B. offset any negative publicity the firm may have received. C. minimize the number of communication channels used by the firm. D. generate interest in the product in over half the consumers reached. E. include all steps of the AIDA model with equal weighting to each step.

A

If the price for a product increases, the demand for the complementary product will A. decrease. B. increase. C. stay the same. D. become more elastic. E. become more inelastic.

A

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. A. decoding B. transmitting C. precoding D. encoding E. tracking

A

If you send an email and include a link, you can track how many people took the desired action of clicking the link. This is known as A. the click-through rate. B. impressions. C. frequency. D. gross rating points. E. reach.

A

If you walk into a __________ you will likely find a broad variety of merchandise, deep assortment and customer service with everything divided into what appears to be a collection of specialty shops. A. department store B. off-price retailer C. discount store D. specialty store E. category specialist

A

When the delivery of a service fails to meet customers' expectations, a __________ gap exists. A. service B. knowledge C. standards D. production E. communication

A

In addition to Spanish-language media, which of the following mediums are experiencing significantly growing advertising expenditures? A. Internet B. newspaper C. radio D. television E. billboards

A

In questionnaire design, a question such as, "Do anti-lock braking systems reduce car accidents?" suffers from the problem of a question A. that respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that steers respondents to a particular response. D. that asks two questions at once. E. that is one sided, presenting only one side of an issue.

A

In the AIDA model, the think stage is the __________ stage. A. awareness B. action C. interest D. desire E. intention

A

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to A. protect consumers from deceptive practices. B. stimulate domestic demand. C. reduce international competition. D. promote social marketing. E. institutionalize pull strategies.

A

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will A. posttest. B. conduct feedback analysis. C. initiate content analysis. D. conduct tracking. E. arrange for peer analysis.

A

In which buying situation is the buyer most likely to proceed through all six steps in the buying process? A. new buy B. modified rebuy C. straight rebuy D. generic buy E. adapted buy

A

In which of the following categories would a dry cleaning business be placed? A. services retailer B. specialty store C. category killer D. superstore E. discount store

A

Joanna lives according to her own rules, unconcerned about designer labels, brand names, and luxury items. Joanna is at what level in Maslow's hierarchy of needs? A. self-actualization B. safety C. love D. esteem E. physiological

A

Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this? A. service retailer B. specialty store C. category specialist D. extreme value retailer E. off-price retailer

A

John used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms A. perform many channel functions themselves. B. have less control in the channel. C. are generally less efficient. D. spend more money wastefully. E. use more independent salespeople.

A

Jonathan prefers shirts made with 100% cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses __________ to decide which shirts to buy. A. a compensatory decision rule B. a noncompensatory decision rule C. habitual decision making D. social factors E. temporal factors

A

Jordan directs her salespeople to increase their share of wallet. Jordan is directing her salespeople to A. focus on increasing sales to their best customers. B. focus on male consumers and not female consumers. C. sell more store brands and fewer private-label products. D. become multichannel salespeople. E. expand retailing elasticity.

A

Judy knows it is important to approach business buyers at the right time, which is often during the first stage of their buying process. She stays in touch with her customers, hoping to find out when they are going through A. need recognition. B. the RFP process. C. proposal analysis. D. vendor negotiation and selection. E. product specification.

A

Julia wants her firm's gourmet snacks to be the leading brand in the U.S. market. When adopting a pricing strategy designed to gain market share, she should remember that A. rarely is the lowest-price offering the dominant brand in a market. B. prestige products need to be competitively priced. C. companies can gain market share by offering low-quality products at a high price. D. total value equals total cost minus variable costs leading to price escalation. E. price wars are the way to become the dominant brand.

A

Julia's is an upscale women's clothing store. Prices are based on customers' beliefs about the value of the clothing. The store focuses on a limited target market and provides excellent customer service. Julia's is using a ________________ pricing strategy. A. customer-oriented B. target profit C. target return D. status quo E. maximizing profits

A

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to A. identify the target audience. B. set the advertising objectives. C. determine the advertising budget. D. evaluate and select the media. E. create the advertisements.

A

Kim wants to maximize sales to the customers who walk into her store. Of the following, Kim will most likely focus on A. in-store promotions. B. billboard and other outdoor advertising. C. supply chain relationships. D. off-price wholesaling. E. mass media advertising.

A

Laura prefers Sony products and will only purchase alternatives when there are no Sony products available. Laura's brand loyalty means she is most likely A. relatively insensitive to price. B. uninformed about the product category. C. product category committed. D. a brand equity investor. E. a savvy consumer.

A

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 A. microblogging. B. media sharing. C. thought sharing. D. professional networking. E. social bookmarking.

A

Limited problem solving usually relies on A. past experience more than on external information. B. situational stimuli and attitudes. C. external search for information. D. financial analysis of performance risk. E. evaluation of the universal set.

A

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. surveys B. observation C. experiments D. voter registration data E. census data

A

Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These stars often became __________, influencing other consumers' behavior. A. reference groups B. internal loci of control C. cultural icons D. cognitive parameters E. evoked images

A

Marketers frequently design customer relationship management programs to A. retain loyal customers. B. attract consumers who have safety needs. C. reinforce postpurchase cognitive dissonance. D. increase internal information search. E. improve profit margins.

A

Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service? A. augmented product B. core customer value C. actual product D. modified product E. core product

A

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to A. develop basic strategies for dealing with their behavior. B. contribute to the theoretical knowledge in those disciplines. C. avoid cultural reference group problems. D. maximize postpurchase cognitive dissonance. E. satisfy ritual consumption needs while avoiding overconsumption.

A

Marketers spend millions of dollars annually trying to create or reinforce brand loyalty. Brand loyalty changes the demand curve for the firm's products by A. reducing the price elasticity of demand. B. making demand more oligopolistic and less monopolistic. C. increasing the income effect. D. reducing fixed costs and increasing the gray marketing effect. E. shifting the market from a monopoly to pure competition.

A

Marvin is looking for data to help him with a new market research study assigned to him. When reviewing existing secondary data from a past research study, Marvin should pay careful attention to A. how the secondary data were collected. B. where the data were warehoused. C. whether the Bureau of the Census has certified the research. D. whether the data were transformed into information. E. how often primary data were substituted for secondary data.

A

Mira purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of A. the purchases she had made. B. purchases other customers had made that day. C. manufacturer clearances and overruns. D. products she may have returned to the company. E. items the retailer no longer carries.

A

Monique was looking for a venue for her wedding reception. When she visited one potential location, she noticed that the landscaping was not complete, and there was stained carpet in the lobby. Which of the service quality building blocks caused Monique to select an alternative venue? A. tangibles B. reliability C. responsiveness D. assurance E. empathy

A

Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make A. impulse purchases. B. limited problem solving decisions. C. extended problem solving decisions. D. ritual consumption purchases. E. affective alternative decisions.

A

Naomi knows she has to order her store's Christmas holiday merchandise in April to ensure delivery before the holiday season. Naomi is concerned with the supply chain management goal of A. providing products at the right time. B. providing products at the right locations. C. providing the right quantities. D. satisfying the service levels supply chain participants expect. E. minimizing system-wide costs.

A

Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n) A. unique selling proposition. B. proportional benefit communication. C. institutional advertising message. D. PSA. E. flighting ad strategy.

A

Odd prices often suggest __________ to consumers. A. low quality B. superior quality C. uniqueness D. expired merchandise E. foreign-made goods

A

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct A. quantitative research. B. data warehousing. C. syndicated marketing surveys. D. qualitative research. E. research design.

A

One difficulty associated with using advertising as part of a marketer's IMC efforts is A. breaking through the clutter of other messages targeted for the same audience. B. that it is more expensive than personal selling. C. that it only works when communicating to the most uninformed consumers. D. that government regulations have significantly decreased allowable advertising frequencies. E. that it is considered old-fashioned by many younger consumers.

A

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's A. conversion rate. B. extended network. C. bounce rate. D. hits. E. click paths.

A

Paul's family has owned and operated a small chain of conventional supermarkets for many years. Competition from a variety of other kinds of retailers has adversely affected the business. To address the new competitive reality, Paul wants to apply what he recently learned as a marketing major, and he has recommended that his family's business should A. emphasize fresh, locally sourced perishables. B. target the broadest possible customer base. C. eliminate customer frills and extras. D. offer fewer private label brands. E. offer more national brand packaged goods and few perishables.

A

Personal selling is an especially important part of IMC in A. business-to-business markets. B. cause-related marketing. C. event sponsorships. D. stealth marketing. E. web tracking.

A

Political consultants have been using market research for decades to help their candidates understand A. who makes up the voting public and how to reach them. B. what ethical lapses they can get away with. C. which consumers spend the most money. D. how large their campaign signs should be. E. how to buy the votes they need.

A

Reminder advertising is primarily used to A. prompt repurchase of a product. B. create and build brand awareness. C. accelerate market acceptance. D. gather information about consumers. E. persuade consumers to change existing perceptions.

A

Retailers that offer a broad variety of merchandise, limited services, and low prices are known as A. full-line discount stores. B. convenience stores. C. home improvement stores. D. category specialists. E. department stores.

A

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as A. aided recall. B. unaided recall. C. top-of-mind awareness. D. brand preference. E. brand indifference.

A

Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of A. data mining. B. data recovery. C. data entry. D. data analysis. E. data modeling.

A

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing? A. private-label brand B. counterfeit brand C. premium brand D. national brand E. manufacturer brand

A

TT Toys manufactures toys. The company recently started buying paint for its toys from a Chinese firm. This Chinese company is part of TT Toys' A. supply chain. B. corporate vertical marketing system. C. distribution center. D. CFPR. E. voluntary chain.

A

Ted is glad his company finally converted to an RFID system. Now, he no longer needs to go through all the new goods to make sure what they ordered was what they received. Ted is responsible for __________ in his company. A. checking B. dispatching C. receiving D. JIT E. quick response

A

Tess is the marketing manager for a fast food restaurant chain. She uses a target return pricing strategy because her firm's primary objective is to A. increase profits. B. increase sales. C. decrease competition. D. build customer satisfaction. E. broaden the product line.

A

The IMC communication process includes all of the following EXCEPT A. evaluation. B. the sender. C. the transmitter. D. the communication channel. E. the receiver.

A

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent? A. mobile marketing B. public relations C. personal selling D. sales promotions E. advertising

A

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" A. identifying target audience B. setting advertising objectives C. conveying the message D. assessing the impact E. determining the advertising budget

A

The basic goal of integrated marketing communications is to A. communicate the value proposition to the target market. B. create desire. C. manipulate consumers. D. outspend competitors. E. tell the world about your company.

A

The buying center for USF Corporation is in the process of discussing price, quality, and delivery schedules with potential suppliers. They are in the __________ stage of the business-to-business buying process. A. vendor negotiation B. product specification C. need recognition D. vendor performance assessment E. RFP

A

The buying decision is likely to be most complex and take longest to complete in a(n) __________ B2B buying situation. A. new buy B. modified rebuy C. straight rebuy D. adapted buy E. generic buy

A

The consumer's level of involvement can lead to two types of buying decisions: __________ and __________. A. extended problem solving; limited problem solving B. culturally influenced; autonomous C. economic; social D. physiological/safety; esteem/self-actualization E. habitual; extended

A

The customer Carlotta is calling on today has a(n) __________ buying center culture. This means that the decision process will involve reaching agreement among all members of the buying center. A. consensus B. autocratic C. consultative D. republican E. democratic

A

The execution style of an advertising message must A. match the medium and the objectives. B. correspond with globally accepted norms. C. include a minimum of puffery and maximum media buy. D. selectively pull retailers into the marketing channel. E. cover new creative ground to be effective.

A

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is A. state regulations are not always consistent with federal standards. B. FCC regulations create a uniform standard that preempt all other regulations. C. European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations. D. as long as the advertising does not contain sexually explicit content, there are no regulations. E. that in most cases, standards are changing almost daily.

A

The manager of a company selling baby products asks you to conduct research into the question, "Is life expectancy getting longer in Kuwait?" The problem with this research objective is that A. it is irrelevant to the baby products company. B. it is already known and available from the U.S. Bureau of the Census. C. it will lead to a set of unstructured questions. D. it is a research question that probably cannot be answered with any level of accuracy. E. it is a question related to another culture.

A

The marketing research process follows five steps, and researchers A. may not always go through them in the exact sequence if the situation changes or new information is discovered. B. should maintain the integrity of the process by following each step sequentially and thoroughly. C. often collect data before defining the research objectives. D. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline. E. may follow the process by completing all steps at once instead of planning the process first.

A

The new hotel manager asked the chef, "Are you sure you know how to cook a beef Wellington?" Which of the service dimensions was the hotel manager expressing concern about? A. reliability B. responsiveness C. assurance D. empathy E. tangibles

A

The number of customers who discontinue their use of a service divided by the average number of total participants is called A. churn. B. customer retention. C. customer lifetime value. D. cancellation cost. E. customer loyalty.

A

The old cliché, "Service with a smile," recognizes the fact that A. service providers need to be pleasant even if the customer is not. B. smiling is contagious. C. service providers should smile and not think. D. life is too short to be ugly. E. services are perishable but a smile is forever.

A

Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to A. identify the type of data he needs to have. B. determine the statistical software he will use. C. outline the presentation format he will use. D. collect data. E. define his privacy policy.

A

What type of pricing tactic is being used when several airlines agree to charge the same fare for a single route? A. Horizontal price fixing B. Vertical price fixing C. Horizontal price discrimination D. Vertical price discrimination E. Loss leader pricing

A

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as A. one. B. ten. C. 500 million. D. one/tenth. E. 5 billion (ten times 500 million).

A

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from A. an external source. B. an internal locus of control. C. a reference source. D. an internal source. E. a situational factor group.

A

When John checked into his Orlando hotel, the front desk clerk informed John that his room would not be ready for another twenty minutes. John decided he didn't mind waiting, because he had arrived well ahead of the standard check-in time. John didn't mind waiting twenty minutes because this wait fell within his __________, the area between his expectations regarding desired service and the minimum level of service he will accept. A. zone of tolerance B. delivery gap C. zone of intolerance D. service gap E. patience zone

A

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by A. segmenting, targeting, and positioning. B. offering everything to everyone. C. trying lots of options to find out which one works. D. continual test marketing. E. focusing exclusively on its Pink brand.

A

When 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, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were A. 160. B. 1600. C. 400. D. 40. E. The answer cannot be determined from this information.

A

When a company launches a new product line with an existing brand name, this is known as A. a brand extension. B. a line extension. C. a multi-brand. D. a new brand. E. co-branding.

A

When a research team has gathered data for specific research needs, this is known as A. primary data. B. data mining. C. secondary data. D. data recovery. E. data modeling.

A

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a A. brand extension. B. line extension. C. licensed brand. D. copycat brand. E. premium brand.

A

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product? A. unsought product B. shopping product C. convenience product D. line extension E. secondary product

A

When conducting a research study attempting to understand what features were most important to automobile consumers, Gary's Research Company used a questionnaire containing __________ questions, with a predetermined set of response options. A. structured B. in-depth interview C. observational D. free-form E. unstructured

A

When consumers are unable to articulate their experiences, __________ becomes particularly useful in understanding consumers' preferences. A. observation B. surveying C. in-depth interviewing D. primary data mining E. a focus group

A

When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because A. they were not involved in setting the goals. B. perishable services were being replaced with tangible services. C. they were not allowed to diverge from existing standards. D. customers were required to create service quality standards. E. the process involved both part-time and full-time employees.

A

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 A. responsive. B. identifiable. C. reachable. D. substantial. E. reactive.

A

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer. A. core customer value B. associated services C. augmented products D. product support E. quality level

A

When marketers say that services are __________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can. A. intangible B. inseparable C. variable D. perishable E. replenishable

A

When the company's dry goods deliveries were late for the third time, Melissa withheld payment from her supplier until it was back on schedule. This is an example of ________ power. A. coercive B. reward C. referent D. expertise E. legitimate

A

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 A. the value proposition. B. product attributes. C. symbols. D. competitive comparisons. E. profitability.

A

Where does retailing fall in the supply chain? A. the end B. the center C. first D. second E. no where

A

Whether targeting consumers or resellers, marketers need to focus on A. creating value for their customers. B. buying center synergy. C. private exchange efficiency. D. corporate profit sharing. E. reducing derived demand.

A

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product? A. line extension B. brand extension C. brand dilution D. rebranding E. co-branding

A

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu? A. a line extension B. a brand extension C. a copycat brand D. a premium brand E. a multi-brand

A

Which of the following defines a value proposition? A. the unique value that a product or service provides to customers B. a special discount offer dropping the price C. an advertisement that talks about value D. a display of the position of products or brands in the consumer's mind E. the one feature that will prompt a customer to buy the product

A

Which of the following is NOT one of the roles typically played by one of the members of a buying center? A. Leader B. Initiator C. Influencer D. Decider E. Gatekeeper

A

Which of the following is NOT part of the "actual product" level of the product offer? A. product warranty B. features C. design D. quality E. brand name

A

Which of the following is a TRUE statement about distribution centers? A. They enable retailers to carry less merchandise in individual stores. B. Distribution center space is typically more expensive than retail space. C. They are appropriate for all retailers, from the largest to the smallest. D. They are the quickest way to get all products to retailers. E. They always involve a pull marketing strategy.

A

Which of the following is an unstructured question? A. "What are the most important characteristics for choosing a brand of shampoo?" B. "How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" C. "Were you happy with the quality of the shampoo you purchased (Yes/No)?" D. "On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important), how important is fragrance when choosing a shampoo?" E. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?"

A

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers, announcing the arrival of this season's new clothing? A. mobile marketing B. social marketing C. personal selling D. sales promotions E. advertising

A

Which of the following is most likely to be characterized by pure competition in the United States? A. soybeans B. cereal C. soft drinks D. computer operating systems E. fast food restaurants

A

Which of the following is the best example of a persuasive advertising message? A. "Buy now, pay later." B. "Doing business in Peoria since 1848." C. "Better than average." D. "Now available. The latest fall fashions." E. "Serving the public since last Tuesday."

A

Which of the following is the definition of social media? A. content distributed through online and mobile technologies B. a collection of websites that support the posting of videos and photos C. a group of websites that allow users to establish formal connections D. the practice of users forwarding video and photo links to each other E. web services that allow users to share their physical locations

A

Which of the following provides the information needed to confirm insights and help managers to pursue appropriate courses of action? A. quantitative research B. qualitative research C. observation research D. in-depth interviews E. social media monitoring

A

Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts? A. jewelry store B. convenience store C. liquor store D. second-hand clothing store E. bakery

A

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)? A. occasion segmentation B. geographic segmentation C. lifestyle segmentation D. benefit segmentation E. loyalty segmentation

A

Which of the following strategies is designed to place products in as many outlets as possible? A. intensive distribution B. exclusive distribution C. selective distribution D. surplus distribution E. contractual distribution

A

Which of the following types of research would be considered quantitative research? A. Experimental research B. Observational research C. Focus group research D. Social media monitoring E. In-depth interviews

A

While on vacation, Martha had her camera stolen. Not wanting to waste vacation time shopping for a new camera, Martha simply purchased another camera just like her old one. For Martha the __________ was low. A. perceived benefit versus perceived cost of search B. locus of control for this decision C. determinant attribute for this decision D. universal set of camera options E. prepurchase dissonance factor

A

With a __________ pricing strategy, marketers set a low initial price for the introduction of a new product or service. A. market penetration B. bundling C. price fixing D. reference E. skimming

A

With a pull marketing strategy, A. orders for merchandise are generated at the store level based on sales data captured at POS terminals. B. there is a greater likelihood of being overstocked or out of stock than in a push supply system. C. merchandise is allocated to stores on the basis of demand forecasts. D. inventory management is less responsive to customer demand. E. it is more difficult to manage conditions of high uncertainty than in a push supply chain.

A

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to A. get consumers' attention. B. enlist creative advertising designers. C. make sure firms producing sunscreen lotions approve. D. collect a petition in support of controls against global warming. E. use public relations to buy advertising space.

A

__________ factors, such as the purchase situation, often override or influence psychological and social issues influencing consumers' purchase decisions. A. Situational B. Extended habitual C. Postpurchase dissonance D. Interpersonal E. Economic

A

__________ refers to the perceived fairness of the process with which a firm handles customer complaints. A. Procedural fairness B. Intangible fairness C. Distributive fairness D. Service fairness E. Empowerment fairness

A

A reference price is A. the actual price. B. the price against which buyers compare the actual selling price. C. the manufacturer's cost. D. a cumulative quantity discount price. E. the external horizontal fixed price.

B

A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy A. leads the marketer to being the low-cost seller. B. is supported by consistent advertising and distribution strategies. C. challenges consumers to discard their perceptions of value. D. is consistent with a competitive target return strategy. E. is measured against the competition.

B

A study found that, among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a(n) ________________ price elasticity demand. A. elastic B. inelastic C. cross-price D. income effect E. substitution effect

B

As purchasing manager for Avalon Electronics, Carrie is required to submit a vendor performance analysis every three months. To meet this requirement, Carrie will probably A. interview vendors and seek their feedback. B. specify and weight performance factors and score the vendors. C. develop an RFP for vendor analysis. D. recruit new suppliers. E. use a modified rebuy vendor form.

B

At many universities, education faculty members were among the first to ask for personal computers. These faculty members were __________ in the buying center. A. buyers B. initiators C. influencers D. deciders E. gatekeepers

B

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can A. organize cooperative agreements among competing manufacturers to reduce oversupply. B. reduce inventories needed to satisfy retailers' demand. C. use exclusive geographic territories to centralize production. D. effectively eliminate the need for a dispatcher. E. replace independent supply chains with corporate supply chains.

B

Because of the way __________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store. A. department stores B. off-price retailers C. discount stores D. services retailers E. category specialist stores

B

Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his A. postpurchase dissonance. B. locus of control. C. reference group identification. D. attribute sets. E. social risk.

B

Benton manages a building supply company. He wants to invite twenty of his most valuable building-contractor customers to a golf outing and party. Benton will likely use the firm's ___________ to identify these customers. A. website B. CRM database C. specialty store sales D. annual sales report E. inventory management system

B

Bernard's firm has set corporate direction to become one of the leaders in each of its significant market segments. It was Bernard's job to examine the pricing to determine how to maximize market share, even at the expense of profits in the short run. What kind of company objective would guide Bernard's effort? A. industry-oriented B. sales-oriented C. competitor-oriented D. innovation-oriented E. customer-oriented

B

Both the B2B and B2C buying processes begin with A. central planning. B. need recognition. C. postpurchase dissonance. D. alternative evaluation. E. order specification.

B

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

B

By providing good customer service, firms __________ their products or services. A. eliminate the communication gap for B. add value to C. reduce the zone of tolerance for D. reduce the empowerment cost associated with E. increase the perishability of

B

For which of the following purchases would consumers most likely engage in limited problem solving? A. college courses B. a new car C. a home D. coffee to go, for a regular coffee drinker E. a location for a large wedding reception

B

Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising. A. informative; persuasive B. persuasive; reminder C. reminder; persuasive D. discussive; informative E. institutional; persuasive

B

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative A. will stand on its own. B. is part of the whole. C. is part of noncommercial free speech. D. is less important than stealth marketing. E. is dictated by the nature of the supply chain.

B

Charlie is hoping to get a chance to bid on supplying key components to Ned's business. He is eager to move forward, but he must wait until A. Ned completes vendor negotiations. B. Ned develops a list of product specifications. C. Ned's buying center has an opening. D. Ned agrees to move Charlie's firm from the evoked set to the retrieval set. E. Ned completes the order specification process.

B

Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to check in using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of A. personal selling. B. mobile marketing. C. online marketing. D. social media. E. advertising.

B

Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions. A. assurance B. reliability C. tangibles D. responsiveness E. empathy

B

Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy. A. deals B. premiums C. samples D. sweepstakes E. rebates

B

Compared to conventional supermarkets, warehouse clubs have A. a broader assortment of food items. B. a lower level of service. C. slightly higher prices. D. no products appealing to small businesses. E. lower annual fees.

B

Considering what you know about their target markets and merchandise, which of the following retailers is LEAST likely to have an online presence? A. department stores B. convenience stores C. category specialists D. off-price retailers E. full-line discount stores

B

Consumers use and process different aspects of advertising or messages. __________ yields greater attention and deeper processing, and leads to strong attitudes and purchase intentions. A. An external locus of control B. High involvement C. Low involvement D. Differential content E. Internet advertising

B

Especially for marketers with new products or services, IMC is needed because A. consumers need to know all about the features of new products before making a purchase decision. B. consumers are unlikely to buy products they are not aware of. C. it is impossible for products to sell themselves through word of mouth communication. D. pricing decisions cannot be made without IMC. E. new products and services need to be integrated into the supply chain value proposition.

B

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to A. provide a link between herself and her profession. B. help her to understand the needs of her customers. C. monitor her competitors. D. decrease the uncertainty associated with decision making. E. improve profitability.

B

Firms are willing to offer generous rebates because A. the retailer and manufacturer always split the cost. B. rebates increase sales, but few customers actually apply for the rebate. C. they are easier for the consumer to use than are coupons. D. rebates are the only type of sales promotion proven to affect sales. E. they tend to generate repeat customers.

B

Flora is frustrated with her company's supply chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices, and receive returned merchandise documentation. Flora needs a(n) A. cross-docking exchange. B. electronic data interchange system. C. floor-ready bundling system. D. vertical conflict reduction system. E. radio frequency identification system.

B

For marketers, one of the benefits of having achieved brand loyalty is A. recognition through industry awards. B. lower marketing costs associated with reaching loyal customers. C. increased price sensitivity among loyal customers. D. greater concern about competitors' actions. E. few worries about copyright infringement.

B

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a __________ gap in services marketing. A. seniority B. knowledge C. standards D. delivery E. communication

B

Frank's Heating and Air Conditioning Company specializes in electric heat pumps. Frank keeps track of the price of natural gas, knowing that A. natural gas creates more environmental greenhouse effects than coal. B. an increase in the price of natural gas will increase demand for his electrical heating systems. C. gas heating systems and electrical heating systems are complementary goods. D. when the price of natural gas goes up, the quantity demanded also rises. E. the demand for natural gas is price elastic.

B

Full-line discount, category specialist, and specialty stores are all types of __________ retailers. A. food B. general merchandise C. price sensitive D. limited demand E. special appeal

B

Gary is the marketing manager for an automobile dealership. His boss tells him the firm's primary goal is to increase its local market share from 15 to 30 percent. His firm is using a ________ orientation. A. profit B. sales C. competitive D. customer satisfaction E. product development

B

Generally speaking, all advertising messages are designed to A. meet the needs of society. B. inform, persuade, or remind customers. C. comply with FCC rules combined with FTC antitrust regulations. D. entertain or apprise. E. match production scheduling with consumer demand.

B

Generally, people buy one product or service instead of another because they A. want to get the lowest price possible. B. perceive it to be the better value for them. C. prefer to avoid doing extended problem solving. D. have conducted a thorough internal search for information. E. are unaware of key determinant attributes.

B

Getting merchandise floor-ready entails A. distributing and dispatching. B. ticketing and marking. C. vertical supply chain wholesaling. D. intensive cross-docking. E. selective checking.

B

Gray markets can be a challenge to marketers because A. they are just as illegal as black markets. B. they may tarnish the manufacturer's image. C. they are legal in some states and illegal in others. D. consumers are against them, but retailers support them. E. they may result in price increases across the board.

B

Higher-income consumers visiting __________ feel like they are on a treasure hunt, searching for a bargain. A. department stores B. extreme value retailers C. big box retailers D. services retailers E. category specialist stores

B

How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel? A. in use of SKU identification B. in quantity of items shipped C. in speed of order fulfillment D. in quality of tracking mechanisms E. in use of CRM technology

B

How might a book publisher use blogs in its marketing research efforts? A. as a place to report marketing research results to top management B. as a source of reviews of its latest releases C. as a location for holding online focus groups about its books D. as a location for conducting online experiments about book purchasing patterns E. as a substitute for large-scale surveys about future book topics

B

If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is A. cross-price elastic. B. price inelastic. C. price elastic. D. status quo elasticity. E. derived demand inelastic.

B

If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of A. 1%. B. 2%. C. 5%. D. 10%. E. 20%.

B

If a fast food restaurant collected photographs of its regular customers so that it could use facial detection software to identify visitors captured by security cameras, this would be an example of using A. external secondary data. B. biometric data. C. social media monitoring. D. illegal surveillance methods. E. sentiment mining.

B

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where sales associates can assist customers with their selections, you'd likely choose A. a category specialist. B. a specialty store. C. a department store. D. an extreme value retailer. E. a warehouse club.

B

In a competitive market, perceived value is determined by consumers mostly A. by quantitative analysis of brand personalities. B. in relationship to the value of competitors' offerings. C. by weighing primary versus secondary benefits. D. by trying out different products. E. through brand association and brand licensing.

B

In a focus group, researchers usually videotape the session to A. evaluate the potential for in-depth interviews. B. assess both verbal and nonverbal responses. C. post the videos on the corporate website. D. avoid asking repetitive questions. E. create survey instruments to send to the participants.

B

In marketing's four Ps, place refers to all activities required to get A. the design of the terminal location for products accomplished. B. the right products to the right customer when that customer wants it. C. access to the physical space within a retail establishment. D. consumers to the destination. E. demand chain management functionally operable.

B

In most countries, __________ is one of the largest purchasers of goods and services. A. the largest retailer B. the central government C. the national airline D. the intelligence agency E. a consumer buying center

B

In recent years, the component of IMC that has received the greatest increase in spending is A. media advertising. B. direct marketing. C. public relations. D. sales promotions. E. publicity.

B

In retailing, a just-in-time delivery system is called a _____________ system. A. cross-docking B. quick response C. UPC D. CPFR E. lead time

B

In the AIDA model, the do stage is the __________ stage. A. awareness B. action C. interest D. desire E. intentions

B

In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will A. determine the pretesting pulse of the ad. B. dictate the type of medium used to deliver the message. C. determine which push/pull strategy will accompany the ad. D. dictate how advertising will be flighted. E. deliver integrated marketing.

B

In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ market research method. A. qualitative B. quantitative C. observational D. syndicated E. invalid

B

In the past, __________ dominated supply chains. A. retailers B. manufacturers C. government agencies D. wholesalers E. distributors

B

Informative advertising is used to A. prompt repurchase of a product. B. create and build brand awareness. C. trigger an emotional response. D. gather information about consumers. E. convince consumers to take action.

B

Integrated marketing communications include all of the following EXCEPT A. advertising. B. supply chain management. C. direct marketing. D. public relations. E. sales promotion.

B

It is almost impossible to watch a sporting event on television without seeing Nike's swoosh check mark, which is Nike's A. name. B. symbol. C. design. D. term. E. theme.

B

Jackson manages an upscale French restaurant in the Washington, D.C. area. His restaurant offers a few specials each evening in addition to its regular menu. Jackson has trained his waiters and waitresses to report comments and requests for items that have previously only been offered as specials. Jackson uses this information to reduce the __________ gap in services marketing. A. seniority B. knowledge C. standards D. delivery E. communication

B

Jacob rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20, to cover maid service and utilities. His fixed costs are $100,000 and his profit last year was $20,000. For Jacob, the contribution per unit is A. $100. B. $80. C. $800. D. $1,000. E. It cannot be determined from the information provided.

B

Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste to have greater brand awareness. A. co-brand B. brand extension C. premium brand D. joint brand E. natural brand

B

Janelle is shopping for a unique outfit for a benefit dinner dance. She wants it to sparkle and shine, but still feel light, silky, and comfortable. For the highest satisfaction, Janelle likely should A. shop via catalog. B. shop in traditional retail stores. C. start browsing the Internet. D. use M-commerce. E. price match multiple competitors.

B

Jason rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For Jason, to earn his target profit, he will need to rent out ________ rooms. A. 100 B. 1,500 C. 20,000 D. 1,000 E. It cannot be determined from the information provided.

B

Jennifer's spending decisions are heavily influenced by her family, her peers, and her religious education. These influences on her spending decisions are all ________ influences. A. psychological risk B. external social environment C. physiological need D. cognitive need E. evoked set

B

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in A. expanding customer loyalty by closing the feedback loop. B. increasing market share, sales, and customer loyalty. C. increasing inquiries, awareness, and trial of his firm's services. D. shifting customers to rule-of-thumb budgeting. E. increasing the lagged effect.

B

Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will most likely engage in a(n) __________ process. A. impulse buying B. limited problem solving C. extended problem solving D. ritual consumption E. affective decision

B

Learning refers to a change in a person's thought process or behavior that arises from A. attitudes. B. experience. C. risk analysis. D. cultural norms. E. postpurchase dissonance.

B

Many teenagers, both male and female, have clothes they purchased in the past that they would not be caught dead in today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel A. cognitive bias. B. postpurchase cognitive dissonance. C. psychological risk. D. need recognition. E. physiological risk.

B

Marketers can take advantage of the variable nature of services by A. merging services with products. B. customizing services to meet customers' needs. C. offering to expedite intangibles. D. expanding the standards gap. E. strict standardization.

B

Marketers fear negative word of mouth because when consumers are dissatisfied, they A. are less likely to say something than when they are satisfied. B. often want to complain to many people. C. buy more of the product to prove they were correct in their criticism. D. often file a lawsuit. E. don't buy any of the company's other products.

B

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that A. effective branding requires marketers to encode messages identically for each market. B. each receiver decodes IMC messages in his or her own way. C. action is taken before desire and interest are determined. D. marketers can almost always use the same message for all audiences. E. messages are decoded in the manner intended by the encoder.

B

Marketers spend billions of dollars annually attempting to build effective brands. One basic benefit of a brand is that it A. creates a basis for effective packaging. B. provides a way for a firm to differentiate its product offerings from competitors. C. offers consumers promotional parity. D. allows manufacturers to capitalize on promotional expenditures. E. reduces the need for product line depth.

B

Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is an element of A. social marketing. B. brand loyalty. C. self-actualization. D. motivation. E. brand extension.

B

Olga is the sales rep for ATV Communication Systems. She wants to bid on the RFP issued by Manitoba University for distance learning technology. She knows she will need to provide considerable information and demonstrations of her firm's technology because Manitoba University is in a new buy situation and does not have A. the money to afford it. B. any experience with the product it wishes to purchase. C. anyone interested in the technology. D. any derived demand for the system. E. any students who might be interested in distance learning.

B

Omar is responsible for marketing and marketing research for a mid-sized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? A. "We can try, but if it's wrong it's not my fault." B. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." C. "I'd rather not use any data at all than use secondary data." D. "This is a matter of principle. I quit." E. "You should never use any information from the Internet in marketing research."

B

Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by A. looking through the internal records of a firm, often found on the company website. B. examining personal memories and knowledge. C. using the Internet to find what other consumers feel about a specific product or service. D. consulting close friends and families before expanding the search to a wider, external group. E. the influence of advertising.

B

One measure of traffic from visitors on sites, the total page requests, is measured in units called A. clickers. B. hits. C. paths. D. tweets. E. impressions.

B

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication. A. decoding decomposition effect B. lagged effect C. noncommittal effect D. viral effect E. click-through delay

B

One of the greatest constraints faced by store-based retailers—and one that the Internet channel can address—is A. being price competitive. B. the amount of merchandise that can be carried in a physical store. C. competition from other retailers. D. common zoning restrictions limiting the kinds of merchandise that can be offered for sale. E. interactive customer service.

B

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product. A. informative B. persuasive C. reminder D. discussive E. institutional

B

Price is the _____________ a consumer is willing to make to acquire a specific product or service. A. amount of money B. overall sacrifice C. fixed cost D. target return E. variable cost

B

Randall arrived at the hotel to find that, although he had a guaranteed reservation, the hotel had no rooms available. He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates. Randall was upset because, in his opinion, the hotel's solution did not incorporate A. intangible fairness. B. distributive fairness. C. procedural fairness. D. service fairness. E. empowerment fairness.

B

Rob was complaining to another member of the lawn crew, "I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything, and the rest of the equipment is so old we can't get parts." Rob's company lacks the __________ workers need to be able to do a good job. A. maintenance schedule B. instrumental support C. equipment inventory D. service infrastructure E. customer expectation mechanisms

B

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is A. easy. B. expensive. C. ineffective. D. overrated. E. simple.

B

Sam was called in to meet with his boss, Tricia. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Tricia explained that he had handled the situation well, listening to the customer and finding a fair solution. Tricia commented, "Even more importantly, working the way you did to correct the error could result in __________." A. a smaller empowerment gap B. increased customer purchases and positive word of mouth C. a full refund for the customer D. a larger service gap E. less instrumental support

B

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by A. empowering consumers. B. providing support and incentives for their employees. C. directing zone of tolerance limits for employees. D. effective customer screening. E. forcing rude customers to use technology.

B

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? A. loyalty segmentation. B. benefit segmentation. C. psychographic segmentation. D. geodemographic segmentation. E. demographic segmentation.

B

Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does this represent? A. psychological B. social C. situational D. motives E. perception

B

Sometimes brand names become synonymous with a product itself. If that happens, the brand A. has achieved brand stabilization. B. could lose its trademark status. C. should try co-branding to avoid brand dilution. D. should consider a new packaging strategy. E. easily eliminates all competition.

B

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with A. criteria reevaluation. B. buyer's remorse. C. competitive leverage. D. purchase uncertainty. E. consumer vulnerability.

B

Sophia could not afford expensive furnishings, but wanted a stylish home. After researching many options, she went to a local Target to purchase the trendy lamps, pillows, and art featured on its ads and website. As a consumer, which retailing challenge was Sophia likely responding to? A. integrated CRM B. brand image consistency C. pricing consistency D. integrated supply chain E. efficient distribution

B

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider A. the due date for his contribution to the campaign. B. touting the key benefits of his firm's services. C. what competitors are doing. D. which media he wants to use. E. whether he uses the product being advertised.

B

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using A. Google Analytics. B. sentiment analysis. C. click path analysis. D. keyword analysis. E. gamification.

B

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and checked in—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of A. media sharing. B. gamification. C. sentiment analysis. D. a microblog. E. a new social network.

B

The basic reason manufacturers spend time and money building their own brands is to A. create brand awareness. B. build brand equity. C. offset the power of private label manufacturers. D. create positioning possibilities for their generic product lines. E. maximize product line depth.

B

The content of an advertising message is closely tied to A. recent institutional advertising. B. the characteristics of the media selected to carry the message. C. the opportunity for posttesting. D. the sales promotion opportunities. E. the coupon redemption rate.

B

The goals of IMC need to A. expand as the advertising budget expands. B. be explicit and measurable. C. be encoded before they can be decoded. D. include both the noise effect and the transmitter effect. E. be separate from budget.

B

The key to a successful emotional advertising appeal is to use the emotion to A. make consumers cry. B. create a bond between the consumer and the brand. C. get consumers to think about the benefits of the product. D. balance social marketing with product-focused advertising. E. deliver a logical message.

B

The observation that consumers are generally more sensitive to price increases than to price decreases suggests that A. most consumers cannot remember what price they paid the last time they bought a particular product. B. it is easier to lose customers with a price increase than to gain customers with a price decrease. C. most consumers would rather skip buying a product than pay a higher price. D. most consumers are emotionally attached to their favorite products and are unlikely to change, even if the price changes. E. firms gain more customers with price decreases than they lose with price increases.

B

To attract and maintain habitual purchasers, marketers spend considerable effort A. analyzing consumer data for postpurchase dissonance signals. B. creating strong brands and store loyalty. C. cultivating cultural decision making. D. reducing financial risk and increasing psychological payout. E. offering alternative brands.

B

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and A. the number of destinations. B. the number of impressions. C. the cost per click. D. how much time consumers spend viewing the ad or page. E. the total number of clicks recorded by the industry.

B

Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to A. lower advertising costs. B. appeal to a different market segment. C. reinforce the Toyota brand image. D. exploit brand loyalty to Toyota. E. lower product development costs.

B

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

B

Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover A. the impact of income tax laws. B. patterns of consumers' purchasing behavior. C. the relationship between primary and secondary data. D. new ideas for human resources management. E. competitors' pricing strategies.

B

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to A. develop a budget. B. begin to collect data. C. summarize their preliminary conclusions to present to managers. D. begin recommending changes to the new product line based on ideas developed in the design phase. E. analyze the data.

B

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 A. the value proposition. B. product attributes. C. symbols. D. competitive comparisons. E. profitability.

B

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan? A. actual product B. associated services C. product style D. product position E. product concept

B

What is the best situation in the Circles for a Successful Value Proposition framework? A. The firm's benefits overlap with both customer needs/wants and competitors' benefits. B. The firm's benefits overlap with customer needs/wants but not with competitors' benefits. C. The firm's benefits overlap with competitors' benefits but not with customer needs/wants. D. Customer needs/wants overlap with both the firm's benefits and competitors' benefits. E. None of the three circles overlaps.

B

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"? A. They create low expectations. B. They are not specific. C. They do not allow for the voice-of-customer process. D. Most employees are unwilling to do what customers want. E. They create a delivery gap.

B

When developing a social media campaign, what is unique about the copy and images to be used? A. They need to be humorous. B. They need to be updated almost constantly. C. They need to feature only young actors. D. They must appear only in color (not black and white). E. They must appeal to a diverse, multicultural audience.

B

When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time. A. intangible B. inseparable C. variable D. perishable E. peripheral

B

While training for her new job as a pharmaceutical sales representative, Mallory spent several days shadowing an experienced company rep. She watched the rep focusing on the benefits of the new drugs while not volunteering pricing information, side effects, or comparison data. Mallory assumed that this reflected part of the pharmaceutical firm's A. buying center. B. culture. C. mission statement. D. corporate social responsibility. E. RFP process.

B

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? A. because of the annual competition for the most creative Super Bowl ad B. because the Super Bowl offers an opportunity to create significant brand awareness C. because the Super Bowl is a significant opportunity to be associated with global marketing D. because Super Bowl ads generate brand loyalty E. There is no good reason to spend over $2 million for a Super Bowl ad

B

Yesterday, Lorinda overheard a surprisingly unpleasant encounter between the manager of the hardware store where she works and a sales rep who sells a well-known line of tools. The rep insisted that his tools should be more prominently displayed and that a better assortment would mean more sales. The manager had other plans and told him so, and the conversation turned into a loud argument. What Lorinda observed was an example of A. sales tactics. B. channel conflict. C. retail strategy tension. D. passive aggressive behavior. E. a failure of CPFR processes.

B

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? A. Engage B. Energize C. Excite D. Experience E. Educate

C

A __________ is an advertisement that focuses on public welfare issues. A. product-focused advertisement B. consumer generated advertisement C. public service announcement D. reminder advertisement E. push strategy

C

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds. A. mass marketing analysis B. psychographic profile C. perceptual map D. loyalty timeline E. PRIZM analysis

C

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

C

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a A. specialty store. B. extreme value retailer. C. full-line discount store. D. department store. E. convenience store.

C

A demand curve is built assuming that A. income is derived from demand. B. price remains the same, and fixed costs change. C. everything but price and demand remains the same. D. a change in quantity demanded causes a change in price. E. the firm does not advertise.

C

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with A. competing messages. B. lack of clarity in the message. C. a poor choice of medium. D. an extended feedback loop. E. a flaw in the medium.

C

After observing a customer verbally abuse a waiter, the first thing a manager can do to ensure quality service is to A. throw the customer out of the restaurant. B. assume the waiter provoked the attack and respond accordingly. C. provide emotional support to the waiter. D. review the delivery support system. E. make sure services delivery expectations are consistent and coherent throughout the organization.

C

As a type of retailer, category specialists are fierce competitors using A. a broad assortment of merchandise. B. highly trained personnel throughout the stores. C. a complete assortment in a specific category at low prices. D. highly attractive loyalty programs. E. a limited but complementary merchandise assortment.

C

As the old cliché claims, the three most important things in retailing are A. size, location, and convenience. B. price, promotion, and place. C. location, location, and location. D. price, price, price. E. before, during, and after the sale.

C

At the main campus of a large university, faculty always refer to each other as doctor, wear suits, and guard their academic domains against each other. This leads to frequent name-calling and strenuous debates. Meanwhile, at the various branch campuses, faculty members call each other by their first names, dress casually, and support each other's scholarly efforts. This example illustrates the differences in __________ that can exist within an organization. A. supply chain communication B. autocratic buying center culture C. organizational culture D. business missions E. corporate social responsibility

C

Because of __________, many companies have altered their "no questions asked" return policies to include time limits, restocking fees, and store-credit-only refunds. A. government regulations B. Better Business Bureau guidelines C. high costs D. accounting concerns E. well-publicized liability cases

C

Before going on his first business trip to China, Brad asked his Chinese-American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Brad is trying to avoid __________ business blunders. A. reference group B. situational C. cultural D. cognitive E. evoked

C

Bianca's discount home furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use A. door-to-door surveys. B. focus group interviews. C. observation. D. sales invoices. E. census data.

C

Black Friday, as the day after Thanksgiving has come to be known in the U.S., is a day marked by many special deals in most retail stores, including deep-discounted products available in limited quantities, called doorbusters, and designed to get shoppers into the store. But one danger of running out of the doorbuster deals is that a shopper may become angry or discouraged at failing to get the special item, and decide not to do any more shopping. This is an example of the impact of __________ on the consumer decision process. A. the purchase situation B. lifestyle C. setting high expectations D. perception E. learning

C

Brand extension is a popular marketing strategy because A. it separates out the cost of brand extension from brand intention. B. it allows the firm to discontinue complementary products. C. the firm can spend less on creating brand awareness and associations. D. it avoids the problem of brand dilution. E. it guarantees success for a new product.

C

Break-even analysis is useful because it allows managers to A. quantify the relationship between price elasticity and product elasticity. B. reposition products based on their break-even positioning revenue. C. estimate the quantity they will need to sell at a given price to break even. D. determine the relationship between price and quantity demanded. E. analyze the different elements contributing to their variable costs.

C

Brenda was planning a small dinner party and had gone to a new specialty food store with coupons she'd found in the food section of the paper. At the store, she also found a buy one, get one free deal and a gift offered with the purchase of a particular dessert. She altered the menu as a result of the __________ and ended up spending less than she'd planned. A. in-store demonstrations B. packaging C. in-store promotion D. product placement E. store atmosphere

C

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining A. the complete FCC regulations. B. the provisions of the Children's Television Act of 1990. C. the Better Business Bureau's Children's Advertising Review Unit guidelines. D. the federal GAO regulations on advertising. E. the Food and Drug Administration guidelines.

C

By setting appropriate service standards and measuring service performance, firms can attempt to close a __________ gap. A. seniority B. knowledge C. standards D. delivery E. communication

C

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this A. selective recall. B. free association. C. aided recall. D. recall mapping. E. top-of-mind awareness.

C

Company sales invoices, census data, and trade association statistics are examples of A. primary data. B. data mines. C. secondary data. D. tertiary data. E. qualitative data.

C

Cora will be a bridesmaid next summer and has purchased her dress online. When she turns on her computer again, Cora is surprised to see special offers for matching accessories. This is an example of which marketing strategy? A. sales promotions B. media advertising C. direct marketing D. personal selling E. public relations

C

David manages a Shoney's restaurant. He is considering staying open later in the evening. For David, the variable costs associated with staying open longer hours will include all of the following EXCEPT A. ingredients used in preparing food. B. hours worked by cooks. C. rent on the restaurant building. D. energy costs. E. hours worked by the waiters and waitresses.

C

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? A. sentiment analysis B. page views C. bounce rates D. keyword analysis E. mobilization rates

C

Developing pricing strategies for __________ is one of the most challenging tasks a manager can undertake. A. cost-based pricing B. seasonal rebate items C. new products D. zone pricing products E. quantity discounts

C

Diane owns a bakery where she sells cupcakes. Two blocks down there is another bakery, CC's Bakery, that sells cupcakes for $1 less than Diane. Diane decides to lower her price and match CC's Bakery prices. What type of pricing strategy is Diane implementing? A. internal pricing B. profit-oriented pricing C. competitor-oriented pricing D. customer-oriented pricing E. sales-oriented pricing

C

Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level. A. social media B. neuromarketing C. facial recognition D. Internet tracking E. data mining

C

Dopson's Hardware was in bad financial shape. It owed so much money that vendors put the store on a cash-only delivery basis. As a result, the store had a dwindling inventory of goods to sell. Whenever a customer asked about an unavailable item, the owner directed the sales staff to say that it was on backorder and would be in stock next week. When the customer returned, the item was still unavailable. The owner's policy created a(n) __________ gap. A. knowledge B. empowerment C. communication D. standards E. tangibility

C

During the RFP stage, B2B buyers A. recognize obstacles that the firm must work around. B. revise their need recognition analysis. C. invite suppliers to bid on supplying what is requested. D. proceed to vendor analysis. E. negotiate contract terms.

C

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising. A. informative B. persuasive C. reminder D. discussive E. institutional

C

Empowerment becomes more important when the service is A. institutionalized. B. repetitive. C. individualized. D. routine. E. standardized.

C

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably concerned with __________ risk. A. psychological B. financial C. performance D. social E. physiological

C

Firms spend millions of dollars annually to build brand equity, that recognizing brand equity contributes to A. product mix breadth. B. corporate stakeholder relations. C. profitability. D. brand liability. E. perceived brand personality.

C

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of A. product-focused advertising. B. consumer generated advertising. C. a public service announcement. D. reminder advertising. E. a flighting campaign.

C

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a __________ gap exists. A. seniority B. knowledge C. standards D. delivery E. communication

C

Food preparation, lawn maintenance, and house cleaning services are all examples of A. services shifted abroad because costs are lower in developing countries. B. services an aging population will decrease their demand for. C. household maintenance activities that people increasingly pay others to perform. D. the price elasticity effect on services demand. E. the ability of empowerment to create tangible service products.

C

For an advertiser, the target audience can be understood as A. consumers who currently use or like the product. B. consumers who do not use the product. C. consumers whom its research designates as its target market. D. consumers who prefer the competitor's product. E. consumers who are unaware of the product.

C

Franchising involves a(n) __________ vertical marketing system. A. cooperative B. corporate C. contractual D. administered E. conventional

C

George wants to increase the number of visits to his insurance firm's website, which specializes in rental insurance for college students. George decides to target Internet browsers who use the terms "apartment," "insurance," and "student." Which of the following will be most helpful to George? A. Twitter B. corporate blog C. Google AdWords D. Google Chrome E. Google Analytics

C

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions. A. assurance B. reliability C. tangibles D. responsiveness E. empathy

C

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on A. the quality of his kayaks. B. how much money he spends. C. how well he can identify his target audience. D. how much consumers like him. E. whether he can gain commitments from manufacturers for complementary products.

C

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing. A. sales promotions B. cause-related marketing C. public relations D. press release development E. a push-pull strategy

C

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

C

Hospitals, schools, and religious organizations are examples of __________ buyers. A. manufacturing B. retail C. institutional D. factory agent E. reseller

C

If a 1 percent decrease in price results in more than a 1 percent increase in quantity demand, demand is A. cross-price elastic. B. price inelastic. C. price elastic. D. status quo elasticity. E. derived demand inelastic.

C

If a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to A. understand psychographic motivations. B. create marketing mixes based on consumer self-values. C. build separate marketing programs for different demographic segments. D. determine which syndicated data warehouse services to purchase. E. find out which competitors its customers purchase from.

C

In an administered vertical marketing system, A. no individual participant has control over the others, since a third party administrator oversees the entire supply chain. B. transaction selling is the norm, with the invisible hand guiding the overall functioning. C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives. D. independent firms join together formally to decide as a group how the marketing channel will operate. E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.

C

In general, prices should not be based on costs because A. consumers are cost-conscious. B. producers rarely know what their costs are. C. consumers make their purchase decisions based on perceived value. D. producers need to avoid creating a cost competitive parity debate. E. customers are always right.

C

In multichannel retailing, what visible element must often be adjusted because of competition faced in different channels? A. supply chain B. return policies C. pricing D. distribution E. place

C

In questionnaire design, a question such as, "Marketing is the best part of the business program, isn't it?" suffers from the problem of a question A. that respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that leads respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.

C

In services marketing, the saying, "where the rubber meets the road" refers to whether a(n) __________ gap exists. A. knowledge B. quality C. delivery D. standards E. empowerment

C

In the AIDA model, awareness leads to A. intention, which hopefully leads to desire and then action. B. integration, which hopefully leads to desire and then action. C. interest, which hopefully leads to desire and then action. D. intention, which hopefully leads to desire and then attention. E. interest, which hopefully leads to determination and then action.

C

In the Circles for a Successful Value Proposition framework, the value proposition is represented by A. the intersection between customer needs/wants and competitors' benefits. B. the intersection between the firm's benefits and competitors' benefits. C. the intersection between customer needs/wants and the firm's product's benefits. D. the intersection between all three of the circles. E. the part of the firm's benefits that doesn't overlap with anything.

C

In the IMC communication process, the __________ encodes the marketing communication message. A. instructor B. sender C. transmitter D. communication channel E. receiver

C

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on A. postpurchase dissonance. B. the outcome of the alternative evaluation process. C. the degree of perceived risk associated with the product or service being considered. D. the results of habitual decision making. E. the results of the external search.

C

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers build a product or service and create awareness among consumers, they need to A. determine the level of desire needed to sustain action. B. promote sufficiently to gain global attention. C. create interest among consumers, persuading them to investigate further. D. offer discounts to increase purchase intentions. E. take steps to encourage immediate purchase.

C

Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix. A. pricing B. product C. promotion D. place E. partnering

C

Internet buyers are sometimes surprised to see online retailers using information about their past purchases to customize promotions targeted to them the next time they visit the retailer's website. The retailer is using the information to A. comply with Homeland Security requirements. B. shift from a general merchandise retailer to a private-label retailer. C. increase the share of wallet from its best customers. D. create traffic in its brick-and-mortar stores. E. reward customer loyalty.

C

Jackie is running errands on Saturday morning. First, she drives through Starbucks for a large latte, stops at the tailor to pick up a dress she had hemmed, and then heads to her manicure appointment. What kind of retailers is Jackie visiting? A. convenience stores B. convenience stores and services retailers C. services retailers D. category specialists E. category specialists and specialty stores

C

Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in __________ sales. A. G2B B. B2C C. B2B D. C2C E. G2G

C

Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends, including sales by different musical styles, online downloads, and concert attendance. Jalel will most likely use __________ to gather this type of data. A. focus groups B. observation C. syndicated data D. sales invoices E. census data

C

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

C

Jim wants to position his firm against his competitors. In doing so he should A. never select a competitor in the same neighborhood. B. avoid making the competitor's product look undesirable. C. avoid looking too much like the competitor so that he'd confuse the target segment. D. avoid discussing the strengths of his product so that competitors won't be aware of his product quality. E. avoid discussing the weaknesses of his competitors so they won't retaliate.

C

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget. A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver

C

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, whereas manufacturers need to know A. whether customers are using credit cards or cash to make purchases. B. how many employees the retailers have. C. where their target customers expect to find their products. D. whether the products will fill a customer's self-actualization needs. E. whether customers will find the store atmospherics appropriate to the location.

C

Lionel Smith Ltd. is a traditional men's clothing store. Every fall the owner sends an embossed invitation (much like a wedding invitation) to his regular customers, inviting them to a private reception showing the new fall line of clothes. For Lionel Smith Ltd., one of the benefits of having established a loyal customer base is A. recognition through industry awards. B. lower marketing costs associated with reaching loyal customers. C. that he can be less concerned about competitors' actions. D. increased price sensitivity among loyal customers. E. less need for concern about product quality.

C

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing. A. engage B. energize C. excite D. experience E. educate

C

Managers of fast food restaurants struggle with a rapid turnover of personnel. Employee turnover rates of 100 to 200 percent annually are common. The work environment is difficult and customers can often be demanding. One of the first steps managers can take to help workers deliver quality service is to A. ban abusive customers from their restaurants. B. reward service providers based solely on the speed of service. C. provide emotional support and concern for their employees. D. review the delivery support system. E. make sure services delivery expectations are consistent and coherent throughout the organization.

C

Manufacturers use wholesalers and retailers because A. they have no other choice. B. they do not cost much. C. they create value for customers through convenience and cost savings. D. wholesalers control retailers. E. most manufacturers are not familiar with logistics.

C

Many years ago Honda's Accord and Ford's Taurus were the top two selling cars in the United States. As the year was coming to an end, Ford cut the price of the Taurus, hoping to outsell the Accord and allow Ford to claim that "Taurus is the best-selling car in America." Ford was using a ___________________ pricing strategy. A. maximizing profits B. target profit C. sales orientation D. status quo E. target return

C

Market research begins with A. designing the research project. B. analyzing data. C. defining objectives and research needs. D. presenting results. E. creating the data collection process.

C

Martin has hired a market research company to bring together a small group of soft drink consumers and get feedback on the three new advertising slogans his firm is considering. The market research firm might conduct a(n) __________ to provide the information Martin has requested. A. industry survey B. experiment C. focus group D. observational study E. primary data mining analysis

C

McDonald's recently introduced a Favorites Under 400 Calorie Menu as part of an attempt to reverse the perception that McDonald's sells only unhealthy food. Suppose that McDonald's, as a follow-up, collects and analyzes social media posts from Facebook, Twitter, and similar sites, hoping to understand whether consumer perceptions are improving. This would be an example of A. quantitative research. B. an online focus group. C. sentiment mining. D. neuromarketing. E. an experiment.

C

Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm's buying center? A. Leader B. Initiator C. Influencer D. Decider E. Gatekeeper

C

Most customers want to achieve a fair solution following a service failure. Which of the following is NOT a factor that affects a person's perceptions of fairness in these kinds of situations? A. The nature or severity of the service failure. B. The customer's experience with other firms. C. The firm's policy on service recovery. D. Observed treatment of other customers. E. Stories of service recovery told by friends and family.

C

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to A. get themselves into the universal set. B. reduce the cost of postpurchase advertising. C. minimize negative word of mouth and rumors. D. extend decision rules to the customer complaint desk. E. offset performance risk with financial risk.

C

Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include A. expanding customer loyalty by closing the feedback loop. B. increasing market share, sales, and customer loyalty. C. increasing inquiries, awareness, and trial of her firm's services. D. shifting customers to rule-of-thumb budgeting. E. increasing the lagged effect.

C

Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a _______________ pricing strategy. A. sales orientation B. target profit C. target return D. status quo E. competitive parity

C

Negative attitudes are typically difficult for marketers to change because A. most consumers' attitudes depend on prices. B. consumers weigh performance risk against functional needs when assessing their attitudes. C. attitudes are learned and long lasting. D. attitudes shift consumers from limited to extended problem solving situations. E. consumers' attitudes are derived from unchanging decision rules.

C

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from A. "I want it" to "I like it." B. action to desire. C. "I like it" to "I want it." D. interest to awareness. E. feeling to thinking.

C

One advantage of a retail store that is NOT shared with an Internet channel is A. providing meaningful product information. B. offering a greater selection of products. C. accepting cash payments. D. collecting information about how consumers shop. E. price matching competitors.

C

One important purpose of a brand is to A. sell advertising space. B. minimize product line depth needed to be effective. C. increase consumer recognition and awareness of product offerings. D. inform product packaging. E. meet government regulations.

C

One of the most fundamental activities of retailers is to provide __________, satisfying the needs of their target market. A. wholesaling opportunities B. persuasive advertising C. the right mix of merchandise and services D. corrective price controls E. category killing profitability

C

One of the reasons service failures need to be addressed quickly is to A. minimize the zone of tolerance. B. increase empowerment zones. C. avoid negative word-of-mouth from upset customers. D. avoid a situational ethics conflict. E. keep management from finding out what happened.

C

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children) A. have memorized the McDonald's menu. B. prefer yellow to other colors. C. know what the Golden Arches brand symbol means. D. recognize increases in product line depth. E. are sensitive to brand repositioning.

C

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to A. provide a link between him and his production center. B. help him understand the needs of his customers. C. monitor his competitors. D. increase profits through the sale of syndicated data. E. decide how to price his new products.

C

Personal selling is particularly important for retailers selling A. online services. B. discount items. C. products that are complicated or expensive. D. low-cost services. E. trend or fashion items.

C

Persuasive advertising is often used when competition A. is nonexistent. B. is cooperating. C. is most intense. D. is declining. E. is ineffective.

C

Procter & Gamble is a huge national brand manufacturer. By having leading brands like Tide and Crest, P&G A. can monopolize store brands. B. has greater opportunity to dictate retail pricing. C. has greater control over marketing strategy. D. can increase brand dilution. E. can eliminate any local competition.

C

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom's engineers have been asked to provide detailed specifications and recommendations for the equipment needed. The Raycom engineers will primarily play the __________ role in the company's buying center. A. buyer B. initiator C. influencer D. user E. gatekeeper

C

Retailers in expensive resort areas often find it difficult to hire quality salespeople. In a situation like this, retailers should consider augmenting or even replacing the sales and customer service functions with A. expanded hours of operation. B. continuous use of promotions. C. in-store kiosks or self-checkout lanes. D. special attention to product placement in their stores. E. variable pricing strategies.

C

Retailers' coupons, rebates, and online discounts are types of A. in-store promotions. B. specialty product displays. C. pricing promotions. D. off-price wholesaling. E. mass media advertising.

C

Retailing is defined as the set of business activities that A. focuses on a firm's core values. B. focuses on transactions, but not relationships. C. adds value to products and services sold to final consumers. D. separates wholesaling from manufacturing. E. only occurs in brick-and-mortar space.

C

The __________ is the combination of media used and the frequency of advertising in each medium. A. media plan B. media buy C. media mix D. communications tactical plan E. communications operational plan

C

The __________ is the primary enforcement agency for mass media advertising. A. FDA B. FCC C. FTC D. BATF E. USPS

C

The additional sales that can be attributed to an advertising campaign are known as A. payload. B. impact. C. lift. D. the campaign increment. E. ROI.

C

The complete set of all products offered by a firm' is called its A. product line. B. product categories. C. product mix. D. product breadth. E. product line depth.

C

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service. A. voice-of-customer programs B. empowerment C. the zone of tolerance D. standards analysis E. quality gap analysis

C

The difference between advertising and publicity is that advertising is A. more effective in reaching consumers. B. almost always used in conjunction with consumer satisfaction surveys. C. a paid form of marketing communication. D. designed to remind consumers, whereas publicity is used to persuade consumers. E. designed for very targeted audiences, while publicity reaches mass audiences.

C

The effectiveness of an advertising campaign is assessed during the campaign by A. pulsing. B. posttesting. C. tracking. D. flighting. E. pretesting.

C

The first step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C. set goals. D. design the elements of the campaign. E. monitor the program.

C

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this A. the primacy effect. B. aided recall. C. top-of-mind awareness. D. category dominance. E. elevated awareness.

C

The manufacturer of Beats by Dr. Dre headphones decides to advertise in the lifestyles sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here? A. The message was decoded incorrectly. B. The message was not transmitted. C. The message was not received by its intended audience. D. The message was encoded incorrectly. E. The sender was not clearly identified.

C

The old restaurant saying, "You are only as good as the last meal served," reflects the fact that services are A. intangible. B. inseparable. C. variable. D. portable. E. viable.

C

The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the A. contribution per unit. B. fixed cost margin. C. break-even point. D. unit cost. E. marginal revenue.

C

The right communication channel to use in IMC is A. the traditional channel used in that particular retail sector. B. network advertising, local newspapers, and regional radio stations. C. the one that will connect to the desired recipients. D. the one with the best encoding capabilities. E. the one that maximizes decoding difficulty.

C

The sender of an integrated marketing communication A. must work with the advertising specialists to ensure all recipients interpret the message accurately. B. can assess the manner in which receivers interpret the message through gross rating points. C. has little control over what meaning any individual receiver will take from the message. D. controls the meaning all receivers take from the message. E. should attempt to control how the message is received.

C

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its A. reference group. B. family. C. culture. D. cognitive frame. E. evoked set.

C

The three elements of any IMC strategy are the consumer, the channels, and A. the receiver. B. the product. C. evaluation of the results. D. the company. E. event sponsorship.

C

The value of a brand is often calculated by assessing the A. difference between brand equity and brand liability. B. corporate profitability divided by the monthly brand earnings. C. earning potential of the brand over the next 12 months. D. effect of brand dilution if it occurred. E. average product line depth.

C

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his A. cause-related marketing. B. economic monitoring. C. tracking. D. in-flight testing. E. simultaneous sampling.

C

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and A. supply chain effectiveness. B. enhanced decoding processes. C. a consumer's purchase. D. the level of noise in the IMC channel. E. the reach/frequency ratio.

C

To meet or exceed customers' expectations, marketers must A. know where customers live. B. know how often consumers buy their products. C. determine what those expectations are. D. recognize that expectations are tangible. E. empower customers to meet their own expectations.

C

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? A. YouTube B. LinkedIn C. blog D. FourSquare E. SCVNGR

C

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

C

Tyree is concerned about a competitor's new line of outdoor barbeque grills that provide most of the same features as his products. Tyree might consider using __________ to gather qualitative information from consumers about the competitor's offerings. A. industry surveys B. experiments C. focus groups D. observation E. primary data mining

C

Unlike a firm's mission statement or employee handbook, a firm's organizational culture often A. forces customers to look elsewhere for value. B. is of no importance to purchase decisions. C. exists as a set of unspoken guidelines. D. is defined by a straight rebuy philosophy. E. determines the order specification process.

C

Unlike manufacturers, __________ buy products from other businesses but do not significantly alter the form of the products they buy before selling them. A. producers B. consumers C. resellers D. raw materials suppliers E. gatekeepers

C

Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. A. questionnaires B. experiments C. in-depth interviews D. primary data mining E. observation

C

What does a Klout score measure? A. click path and bounce rate ratio B. media influence C. social reach, influence, and extended network D. conversion rates E. page views and sales

C

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers? A. poor cost control B. unable to make adjustments C. may limit exposure if ad is very successful D. unattractive to consumers E. encourages negative feedback

C

When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would only consider those brands she could buy at her local Best Buy electronics store. This represents Maya's __________ set. A. universal B. retrieval C. evoked D. deterministic E. behavioral

C

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's A. niche buy. B. advertising plan. C. media mix. D. track testing. E. supply chain messaging.

C

When a customer purchases a DVD at a Best Buy electronics store, all of the following information flows in the supply chain are started EXCEPT A. the sales associate scans the UPC recording the sale. B. the sale is transmitted to Best Buy's distribution center to adjust inventory data. C. the purchase is added to the customer's purchasing habit records. D. Best Buy's buyer aggregates sales at all stores and uses the information to send a reorder to the manufacturer. E. the point-of-sale terminal records the sale and sends it to Best Buy's buyer.

C

When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. A. unwilling to participate in research B. confused by questionnaires C. unable to articulate their experiences D. interviewed too frequently E. highly educated

C

When developing an advertising message, the message should focus on A. the producer. B. the advertising environment. C. solving problems for consumers. D. creating investment opportunities. E. niche media balance.

C

When firms set prices similar to those of competitors, they are following a strategy of A. me-too pricing. B. copycat pricing. C. competitive parity. D. market-broadening pricing. E. industry-standard pricing.

C

When marketers state that services are ____________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another. A. intangible B. inseparable C. heterogeneous D. perishable E. viable

C

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as A. influence. B. the extended network. C. social reach. D. target audience. E. information flow.

C

When reviewing her firm's business buying process, Carla noticed a company requirement that it must have at least three qualified bids from suppliers for any purchase over $50,000. This requirement is designed to A. minimize competitive pressure. B. efficiently organize resellers. C. encourage the bidders to offer their best terms. D. foster democratic buying centers. E. slow down the purchase process.

C

When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about? A. influence B. extended network presence C. social reach D. target audience impact E. information flow

C

Which of the following is NOT one of the activities carried on in a distribution center? A. Coordinating inbound transportation B. Receiving, checking, storing, and cross-docking C. Distributing paychecks and paystubs for retail employees D. Getting merchandise floor ready E. Coordinating outbound transportation

C

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality? A. assurance B. reliability C. acceptability D. responsiveness E. empathy

C

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores? A. offering mobile applications to check other websites B. developing in-store demonstration kiosks for big-ticket items C. arming salespeople with smartphones so they search inventories and place orders online D. advertising on Flickr and YouTube E. using FourSquare to build customer patronage

C

Which of the following is the most logical example of complementary products? A. Hot dogs and hamburgers B. VCRs and DVD players C. Hot dogs and hot dog buns D. Honda cars and Toyota cars E. A university and a corporation

C

Which of the following is true about quantitative research? A. It is always conducted using primary data collection. B. It revises the research objective based on data mining. C. It confirms insights and provides a basis for taking a course of action. D. It offers conclusions that are always correct. E. It includes focus group interviews.

C

Which of the following markets is MOST likely to be characterized by oligopolistic competition in the United States? A. soybeans B. pens and pencils C. soft drinks D. men's clothing E. electrical service to the home

C

While consumers evaluate their decisions and sometimes experience postpurchase dissonance, business buyers A. file lawsuits. B. evaluate organizational culture. C. conduct vendor analysis. D. prepare RFPs. E. remain dissatisfied.

C

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will A. allow her to skip the assessment stage at the end of the campaign. B. offer discounts to media as an incentive to carry out her plan. C. clarify the specific goals that the advertising is designed to accomplish. D. encapsulate her unique selling proposition. E. maximize puffery.

C

_____________ systems are designed to deliver smaller shipments of merchandise on a more frequent basis to retailers. A. Cross-docking B. UPC C. JIT D. CPFR E. Lead time

C

he basic motivating factor in designing supply chains is that A. collaboration creates transactional relationships. B. the most powerful member of the supply chain always wins. C. each party wants something from the others. D. the participants must create the best possible EDI system. E. retail floor salespeople need emotional support from management.

C

ome credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of A. product style. B. the actual product. C. an associated service. D. the product position. E. the core value.

C

"Now available. The latest fall fashions." is an example of a(n) __________ advertising message. A. persuasive B. reminder C. socially responsible D. informative E. institutional

D

A __________ gap is the difference between the firm's service standards and the service it provides to customers. A. seniority B. knowledge C. standards D. delivery E. communication

D

A __________ is a type of reseller, a business that buys from other businesses but does not significantly alter the form of the products it buys. A. manufacturer B. producer C. consumer D. wholesaler E. factory

D

A customer orientation toward pricing implicitly invokes the concept of A. knowing the dimensions of the target market. B. positioning. C. the income effect. D. value. E. profit.

D

A firm's marketing communication strategy is formulated specifically to A. increase its frequency ratio. B. control its public image. C. increase its social media presence. D. communicate the value of its product(s). E. increase its return on investment.

D

A major factor contributing to the growth in the use of direct marketing IMC efforts is A. reduced government regulation of deceptive advertising practices. B. expanded use of personal selling. C. a shift from objective-and-task to rule-of-thumb budgeting. D. increased use of credit and debit cards and online shopping by consumers. E. the reduction in IMC noise, allowing for a decreased lagged effect.

D

A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a(n) __________ tool. A. SKU B. PDQ C. IMF D. CRM E. GATT

D

A(n) ________ is a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer. A. store brand B. manufacturer's brand C. national brand D. exclusive co-brand E. brand extension

D

Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He knows where and how he will make them, and he needs to turn his attention to getting the products to the customers. As he chooses retail partners, which of the following is LEAST important in this process? A. looking at the channel structure B. determining where target customers will expect to find this product C. considering characteristics of channel members D. encouraging new bicycling enthusiasts E. considering distribution intensity

D

About 30% of packaged goods have lost content recently. How have consumers reacted? A. A number of lawsuits are pending. B. In a few cases, consumer outrage has caused manufacturers to go back to the original packaging. C. As long as the price is also reduced, they don't seem to mind. D. Most of the changes have gone unnoticed by consumers. E. Consumers have demanded that companies reduce their prices accordingly.

D

After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new building codes represented __________ that building materials companies used to develop new products. A. derived demand B. initiator instructions C. determinant products D. product specifications E. focal alternatives

D

After defining objectives and research needs, the next step in the marketing research process involves A. research evaluation. B. data collection. C. data analysis. D. research design. E. report writing.

D

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students. A. create, stimulate, ignore B. beg, borrow, steal C. pay, buy, entertain D. inform, persuade, remind E. push, pull, sell

D

After need recognition, a business develops __________ that suppliers might use to develop their proposals. A. derived demand B. initiator instructions C. determinant attributes D. product specifications E. focal alternatives

D

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to A. develop creative advertising copy. B. assess the potential effectiveness of his ad campaign. C. buy advertising time. D. set explicit and measurable objectives for the campaign. E. develop PSAs for distribution in lieu of advertising.

D

An organization's culture reflects the __________ that guide(s) its employees' behavior. A. B2C dynamics B. RFP process C. buying center philosophy D. set of values, traditions, and customs E. derived set of influences

D

Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through A. repeat business. B. rapid delivery. C. expanded market presence. D. personalized offerings. E. interactive offerings.

D

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. A. publicity plan B. media flight plan decision C. media mix choice D. media buy E. monitoring and evaluation plan decision

D

Assume the demand for electricity, a necessity with few substitutes, is -0.2. If the electric company raised its rates by 10 percent, we would expect A. a 10 percent decrease in quantity demanded. B. a 2 percent increase in quantity demanded. C. a 10 percent increase in quantity demanded. D. a 2 percent decrease in quantity demanded. E. a 5 percent decrease in quantity demanded.

D

Because PSAs are a special class of advertising, FCC rules require A. consumers to listen to them. B. court approval before they are aired. C. all advertisers to contribute to them. D. broadcasters to devote a specific amount of free time to them. E. they use only the informative or reminder advertising appeals.

D

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are A. difficult to define. B. more important than great products. C. always situated near supply chain members. D. a competitive advantage that few rivals can duplicate. E. almost always locations next to big box discounters.

D

Because services like airline flights and hotel beds are _________, many marketers attempt to match demand with supply using pricing strategies. A. intangible B. inseparable C. variable D. perishable E. accountable

D

Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. A. positioning B. licensing C. association D. equity E. solvency

D

Brand dilution occurs when A. customers see the fit between products sharing the same brand name. B. there are too few products and product categories. C. new brands compete with existing brands. D. brands are overextended and customer perceptions about the core brand are adversely affected. E. brand names seem too old-fashioned or familiar.

D

Brands that are owned by ___________ are called private-label brands. A. manufacturers B. wholesalers C. supply chain specialists D. retailers E. manufacturer's reps

D

By changing a standard from "be nice to customers" to "greet every customer, and if possible by name," a services marketing manager has created a(n) __________ goal. A. insurmountable B. invisible C. empowerment D. measurable E. inseparable

D

Commercial research firms like ACNielsen and SymphonyIRI Group are sources of A. primary data. B. internal secondary data. C. data mining. D. syndicated data. E. public data.

D

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A. reacting. B. exciting. C. engaging. D. listening. E. educating.

D

Companies that specialize in sentiment analysis are least likely to look at __________ for data. A. personal blogs B. Facebook C. Twitter D. YouTube E. Mommy blogs

D

Compared to other IMC alternatives, advertising is extremely effective for A. closing a sale. B. efficient message decoding. C. reducing the potential for noise. D. creating awareness and generating interest in a product. E. repositioning consumers in the AIDA model.

D

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are A. decentralized. B. less focused on customer value creation. C. identical. D. more formal and structured. E. based on derived supply analysis.

D

Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store. A. voice-of-customer quotient B. empowerment standard C. tangibles gap D. zone of tolerance E. quality gap

D

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? A. click-path data B. sentiment analysis C. social influence D. keyword analysis E. budget analysis

D

Dawn works for a firm that buys products directly from the manufacturer and sells them to retailers, who then sell the products to consumers. Dawn works for a A. retail distribution center. B. retail jobber. C. store representative. D. wholesaler. E. manufacturer's representative.

D

Derek bought a pickup truck to transport his equipment to fishing tournaments. He also bought a trailer for his lawn maintenance business. His purchases were A. both B2C purchases since he is the user in both situations. B. both B2B purchases since he is the user in both situations. C. neither B2C nor B2B since he is the consumer and his uses might be mixed. D. B2C and B2B, respectively. E. B2B and B2C, respectively.

D

Efforts to change a brand's focus to target new markets or change the image of a brand are called A. co-branding. B. brand extraction. C. brand collusion. D. brand repositioning. E. brand dilution.

D

Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider buying. These make up her __________ set. A. universal B. retrieval C. immediate D. evoked E. focus

D

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because A. brands protect corporate copyrights. B. consumer loyalty can be bought for less now compared to the past. C. brand equity can only be obtained by means of product line depth. D. people already know what the brand means. E. well-known brands are less likely to introduce brand extensions.

D

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. A. pull B. puffery C. publicity D. push E. posttesting

D

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. A. brand associations B. family brands C. co-brands D. product lines E. private label brands

D

For many professionals offering intangible services, an ethical marketing dilemma exists. The dilemma centers on A. when to advertise versus when to use personal selling. B. which media are appropriate for promoting intangible services. C. which images create a better impression on consumers. D. how to gain clients while retaining an image of professionalism and integrity. E. who should be the spokesperson for professionals offering intangible services.

D

For retailers, promotion refers to A. supply chain communication. B. the relationship between price and product. C. the image a store attempts to maintain through its pricing strategy. D. both their in-store environment and their media communications. E. the seasonal discounts offered to move end-of-season items.

D

Fordham3 Hardware is known for its consensus buying center culture. Recognizing this corporate culture, someone attempting to sell to Fordham3 Hardware should A. focus exclusively on the head of the buying center. B. address the concerns of all members of the buying center with particular attention to the decision maker. C. focus on providing information to and making the sales approach to the one decision maker. D. attempt to facilitate the collective agreement of all members of the buying center. E. attempt to get one friend on the committee to support his products.

D

Frequently a B2B buyer will post its RFP A. on Linkedin. B. in Commerce Business Daily. C. in the legal section of a local newspaper. D. on its website. E. in the employee human resources office.

D

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT A. personal selling. B. consumer contests. C. mobile marketing. D. public relations. E. telemarketing.

D

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about A. secondary data retrieval systems. B. exploitation by foreign marketers. C. their ability to get credit cards. D. preserving their right to privacy. E. the unstructured nature of market research.

D

Generally, which of the following is the most expensive media buy? A. Internet B. newspaper C. radio D. television E. billboards

D

Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a look and feel that will get customers to relax and return. Henri is focusing on A. price. B. place. C. policy. D. promotion. E. product.

D

If a manufacturer had a full range of products, in a number of container sizes, which kind of store would the company be LEAST likely to choose as a retailing partner? A. conventional supermarket B. supercenter C. warehouse club D. convenience stores E. full-line discount stores

D

If you are a marketer for a manufacturer, and the marketing mix for your product focuses on very specific market segments, you'd like to sell your product through A. department stores. B. category specialist stores. C. extreme value retailers. D. specialty stores. E. convenience stores.

D

If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars, production overruns, and returns, you would be attracted to using A. department stores. B. specialty stores. C. category specialists. D. off-price retailers. E. supercenters.

D

In a __________ pricing tactic, sellers advertise low prices and then aggressively pressure customers to purchase higher-priced versions of the product advertised with the low price. A. fixed offer B. reference C. seasonal D. bait and switch E. cost-based

D

In addition to merchandise and payments, information flows throughout a supply chain. Which of the following is NOT a good characterization of the flow of information in a supply chain? A. A manufacturer will send and receive information from buyers, stores, and distribution centers. B. Stores will send and receive information from manufacturers, buyers, distribution centers, and customers. C. Distribution centers will send and receive information from stores and manufacturers. D. Customers will send and receive information from stores and manufacturers. E. Buyers will send and receive information from stores and manufacturers.

D

In addition to using sentiment mining to determine customer attitudes about products, some companies also participate in ________ by joining in online conversations with customers. A. data mining B. in-depth interviews C. experiments D. social engagement E. chat room dynamics

D

In determining the price for his company's new pocket digital camera, Matt determines what consumers consider the regular or original price for similar cameras available in the market. Matt is assessing the influence of __________ on pricing strategy. A. improvement value B. odd-even prices C. everyday low pricing D. reference prices E. cost of ownership

D

In most large organizations, several people are responsible for making a purchase decision. This group is called the A. derived demand cohort. B. reselling team. C. decider group. D. buying center. E. expediters.

D

In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question A. respondents cannot easily or accurately answer. B. that respondents are reluctant to answer because the information is sensitive. C. that steers respondents to a particular response. D. that asks two questions at once. E. that is complex and something respondents may be unfamiliar with.

D

In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn't overlap with anything else represents A. the firm's value proposition. B. competitors' value propositions. C. low-priority needs and wants that customers are willing to give up. D. unmet customer needs/wants. E. unknown customer needs/wants that the firm does not understand.

D

In the IMC communication process, the __________ is the medium that carries the message. A. feedback loop B. sender C. transmitter D. communication channel E. receiver

D

In the case of Band-Aid adhesive bandages, the brand name has A. successfully employed private label branding. B. distinctive brand substitutability. C. grown through private label branding. D. become synonymous with the product itself. E. avoided brand extensions.

D

In very simple words, advertising is really about A. improving brand image. B. personal selling. C. linking emotions with products. D. getting consumers' attention. E. being creative.

D

In what country have regulators demanded that Facebook stop collecting biometric data on its users? A. the United States B. Russia C. China D. Germany E. Mexico

D

Instagram is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. photo sharing E. social bookmarking

D

Integrated marketing communications include all of the following EXCEPT A. personal selling. B. advertising. C. public relations. D. supply chain management. E. direct marketing.

D

It is the responsibility of __________ to determine the ethical approach to setting prices so consumers find value and the firm can make a profit. A. the Better Business Bureau B. federal regulators C. the American Marketing Association D. marketers themselves E. industry standards boards

D

Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist? A. headline B. body copy C. brand elements D. photo credits E. subheads

D

Jessica is still in college but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

D

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? A. Snapette B. NOWNESS C. Pose D. SCVNGR E. Snapchat

D

Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if A. the research is expensive. B. all participants like the research design. C. the research does not cost too much. D. the results will be used in making management decisions. E. the research is finished quickly.

D

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the __________ associated with her purchase decision. A. evoked set B. reference group C. physiological risk D. performance risk E. financial risk

D

__________ pricing tactics lower the price of a product below cost. A. Fixed B. Zone C. Regular D. Loss leader E. Cost-based

D

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, she also tries to meet with several students to get their feedback on textbooks. She passes this feedback to her managers to guide the development of the publisher's future textbooks. The students are the __________ in the buying center. A. deciders B. initiators C. influencers D. users E. gatekeepers

D

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a __________ need. A. functional B. postpurchase C. safety D. psychological E. functional and psychological

D

Manitoba University is buying a distance learning system. Previously, the school had no distance learning technology. For Manitoba University this represents a(n) __________ situation. A. adapted buy B. modified rebuy C. straight rebuy D. new buy E. generic buy

D

Many states have laws regulating the prices businesses charge during emergencies like hurricanes. These laws are designed to protect consumers whose __________ state may impair their ability to make sound purchase decisions. A. shopping B. social C. theoretical D. temporal E. physical

D

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider A. the features the engineers feel are most important. B. the ways the sales representatives have been positioning the firm's products. C. the characteristics that helped his firm win a statewide award for excellence in manufacturing. D. what the target market would consider the most important features. E. the safety record of the firm and its products.

D

Marketers are particularly interested in postpurchase behavior because it A. involves both compensatory and noncompensatory consumers. B. offers insights into information search methods. C. avoids situational conflicts. D. involves actual rather than potential customers. E. involves both actual and potential customers.

D

Mary's Bakery is trying to determine what price to charge for her cookies, so Mary places a low price on them and raises it each week, keeping track of how many she sells. Then she determines what her cost was for the cookies and determines which price was the most profitable. What form of research was Mary conducting? A. observation B. survey C. scanner-based D. an experiment E. a panel

D

Merchandise that arrives in the delivery truck ready to be sold is considered A. quick-response packaged. B. ahead of the curve. C. lead time synchronized. D. floor-ready. E. synthesized.

D

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? A. bonders B. creators C. listeners D. professionals E. sharers

D

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with A. competing messages. B. lack of clarity in the message. C. a poor choice of medium. D. a flaw in the medium. E. an extended feedback loop.

D

Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _____________________ pricing strategy. A. maximizing profits B. target profit C. target return D. status quo E. sales

D

Paula has developed a successful business selling appliances to homebuilders. She carefully monitors the issuance of new home permits to anticipate how many appliances she will need to buy to supply her customers. Paula is concerned with __________ demand. A. modified B. secondary C. rebuy D. derived E. delayed

D

Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these __________ factors will influence consumers' purchase decisions. A. interpersonal B. extended habitual C. postpurchase dissonance D. store atmosphere E. social

D

Production of the DeLorean car, made famous in the film Back to the Future, never got above 25,000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300,000 units to achieve the __________, a decrease in unit cost as product volume increases. A. slotting allowance benefit B. price fixing return C. improvement value effect D. experience curve effect E. cumulative bundling benefit

D

Radio frequency identification tags are A. selective distribution designs used to maximize geographic efficiency. B. electronic discount information tags used to provide reduced prices to select customers. C. CPFR demand scheduling data tags. D. tiny computer chips that transmit information about a container's contents. E. information tags used for floor-ready merchandising.

D

Reaching the right audience with marketing communications is becoming more difficult because A. consumers are bored. B. government regulations are constraining free speech. C. personal selling is becoming less expensive, making it more competitive with advertising. D. the media environment has become more complicated. E. the AIDA model no longer represents how marketing communication works.

D

Recently, the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased. The chair of the marketing department will probably use __________ as a first step to gain a better understanding of why enrollments are changing. A. experimental research B. data warehousing C. syndicated data D. qualitative research E. structured questionnaires

D

Regardless of the objective of an advertising campaign, each campaign's objectives must be A. sincere and emotional. B. consistent with those of the available media. C. either informative or persuasive but not both. D. specific and measurable. E. designed for use in both a pull and a push strategy.

D

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design A. is everything. B. will determine pretesting and posttesting options. C. dictates tracking alternatives. D. should not overshadow the message. E. should always include coupons.

D

Retailers address the conflict between consumers wanting or needing only one item and manufacturers wanting to produce and ship in quantity by providing A. reciprocity. B. simplicity. C. discounting. D. storage. E. extreme value labeling.

D

Retailers can gain valuable knowledge about their customers from the transaction process and from A. trade industry profiles. B. store brand/private label brand ratios. C. multichannel flow process. D. the insights of store personnel. E. end-of-aisle positioning studies.

D

Retailers focusing on increasing sales to their best customers are attempting to A. slay the category killers. B. compete with off-price retailers. C. drive their supply chain. D. increase their share of wallet. E. combat the inroads made by big-box specialty retailers.

D

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________. A. obsessive personality; laissez-fair approach B. formal search function; casual search function C. increased search anxiety; decreased search anxiety D. internal locus of control; external locus of control E. focused sense of information; unfocused sense of information

D

Variable costs change with A. changes in fixed costs. B. changes in cross-price elasticity. C. changes in target return pricing. D. changes in the quantity being produced. E. competitive parity.

D

Saltdust Grill is known as the premier restaurant in town. With their elegant dining area, extensive wine list, and gourmet chef, residents and tourists flock to the restaurant. Recently, Trey took a large group to the Saltdust Grill and almost every diner sent their entrée back to the kitchen. The Saltdust Grill was experiencing a(n) __________ gap in service quality. A. knowledge B. communication C. standards D. delivery E. empowerment

D

Sean moved to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as A. intangibility. B. professional competence. C. perishability. D. inseparability. E. variability.

D

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to A. reduce deceptive advertising. B. signal encoding symbols to simplify the feedback loop. C. offer objective-and-task marketing communications. D. stimulate interest, persuading consumers to investigate further. E. promote public interest social responsibility communications.

D

Sharon knew that her established customers liked her product much better than her competitor's. She was planning to expand into new markets, and she was considering pricing. She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product. Sharon was considering A. a top of market strategy. B. the value of quality. C. advantageous pricing. D. premium pricing. E. differential pricing.

D

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. A. quantitative B. data warehousing C. syndicated marketing D. qualitative E. structured

D

Special in-store displays for magazines and chewing gum are most likely to be effective if located A. near the entrance to the store. B. near the restrooms. C. along the aisle or wall to the far right of the customer as he or she enters the store. D. near the check-out counter. E. in the window at the front of the store.

D

Steven managed an auto parts store in the 1990s. At that time, stock-outs—failure to have the parts auto mechanics needed to do their work that day—increased the likelihood of the mechanics becoming customers of competing auto supply stores. To avoid this problem and keep his business customers, Steven most likely A. canceled orders and shifted the business to competitors. B. increased promotional outlays to overcome customer dissatisfaction. C. used exclusive geographic territories to reduce supply chain inefficiencies. D. stockpiled inventory, adding to the cost of providing auto parts. E. returned to traditional distribution center logistics.

D

Stores like Home Depot and Costco act as wholesalers when they A. take delivery in whole-lot quantities. B. sell directly to consumers. C. sell products for distributors. D. sell to contractors or restaurant owners. E. compete with each other.

D

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of A. product-focused advertising. B. consumer generated advertising. C. public service announcements. D. institutional advertising. E. push strategies.

D

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with A. an evoked set. B. psychological needs. C. social concerns. D. evaluative criteria. E. biased information.

D

The __________ occurs when unit cost drops as the quantity sold increases. A. slotting allowance benefit B. price fixing return C. improvement value effect D. experience curve effect E. cumulative bundling benefit

D

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to A. emphasize technology. B. focus on quality. C. inform consumers about opportunities. D. focus on solving problems. E. engage in mild puffery.

D

The break-even point is estimated by A. multiplying revenue per unit times the quantity sold. B. dividing fixed contribution per unit by variable costs. C. multiplying fixed costs by contribution per unit. D. dividing fixed costs by contribution per unit. E. dividing variable costs by fixed costs.

D

The consumer buying process begins when A. a consumer enters a store. B. consumers' functional needs are greater than their psychological needs. C. a consumer's performance risk is minimized. D. a consumer recognizes an unsatisfied need. E. learning follows perception.

D

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a A. knowledge gap. B. standards gap. C. social expectations gap. D. delivery gap. E. communications gap.

D

The full price of a product or service includes all of the following EXCEPT A. taxes. B. shipping. C. travel costs. D. the price of alternative products and services. E. value of the consumer's time.

D

The more substitutes that exist in a market, A. the lower the price elasticity for each product. B. the greater the income elasticity for each product. C. the easier it will be to utilize a target profit pricing strategy. D. the more sensitive consumers will be to changes in the price of a particular product. E. the more likely the market will be characterized as an oligopoly.

D

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem. A. observation-based B. open-ended C. experimental D. closed-ended E. unstructured

D

There is a saying, "Never go to the grocery store hungry." This saying suggests that a consumer's __________ state may adversely affect purchasing decisions. A. shopping B. social C. theoretical D. external E. temporal

D

There is an old saying, "If you have to ask the price of a yacht, you cannot afford it." Products like yachts are most likely to be associated with A. cross-shopping. B. competitive parity pricing. C. target return value. D. prestige pricing. E. break-even point pricing.

D

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry's attitude. A. social B. affective C. functional D. cognitive E. physiological

D

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in A. syndicated surveying. B. focus group analysis. C. behavioral analysis. D. data mining. E. structured sampling.

D

To get us to remember their ad and the product or brand in the ad, advertisers must first A. use persuasion. B. offer incentives. C. create effective PSAs. D. get our attention. E. vary between flighting and pulsing scheduling.

D

Today, almost every sales rep can immediately check the company's inventory and production scheduling electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through A. access to a wide variety of services. B. greater control by customers over service delivery. C. increased zone of tolerance. D. greater ability to obtain information. E. saving customers time.

D

Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on? A. esteem B. physiological C. safety D. love E. self-actualization

D

Traditional demand curve economic theory is used by marketers to understand _______________ in the five Cs of pricing. A. competitors B. channel members C. cost D. customers E. company objectives

D

Unlike product, promotion, or place, price is the only part of the marketing mix A. that offers the opportunity for an oligopoly. B. that is subject to gray market manipulation. C. that leads to competition. D. that generates revenue. E. that is determined by the consumer.

D

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of A. promotional discounts. B. mass media gimmicks. C. mobile marketing. D. in-store promotions. E. co-op advertising.

D

Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' __________ needs. A. functional B. postpurchase C. safety D. psychological E. situational

D

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver

D

What U.S. government agency has primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true? A. Federal Trade Commission B. Federal Communications Commission C. Consumer Product Safety Administration D. Food and Drug Administration E. Interstate Commerce Commission

D

What is Google+? A. an experimental, advanced search engine B. a website where users can work together to create documents C. a site offering analytical information about website usage D. a social networking site E. a video sharing site intended for businesses

D

What is a microblog? A. A blog whose owner doesn't post very often. B. A blog that supports only links to other posts. C. A blog run by a small business. D. A blog service that supports only short posts. E. A blog that targets a very small consumer group.

D

What is the primary function of a stock keeping unit (SKU)? A. An SKU represents a bundle being offered. B. An SKU tracks results from a clearance sale, such as, buy one, get one free. C. An SKU is a small tag attached to a product that tracks its movement through a store. D. An SKU represents a unique inventory item in a store. E. An SKU is a special, seasonal discount offer.

D

When Goodwish Marketing decided to upgrade its network, many people were involved in the decision. In B2B buying systems, decisions are often made A. quickly. B. by a single expert. C. at auction sites. D. by a committee after considerable deliberation. E. through community debating organizations.

D

When Leanne gave her presentation to the BigDeal buying center team, she treated each member's question seriously and gave equal time to addressing each. Leanne did not realize BigDeal has an autocratic buying center culture and she needed to focus on answering Beverly's questions, since she is the decision maker. In addition to wasting time by not understanding BigDeal's culture, Leanne may have also hurt her chances because she A. bid too many products. B. failed the vendor analysis. C. responded to the RFP too quickly. D. alienated Beverly, the real decision maker. E. offended the nondecision makers by assuming they had more power than they did.

D

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product. A. specialty B. convenience C. unsought D. shopping E. sought

D

When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a __________________ pricing strategy. A. maximizing profits B. target profit C. target return D. competitor-oriented E. sales oriented

D

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be A. the number of people who entered the contest. B. the number of people who entered the contest plus the number of people who visited the page describing the contest. C. the number of people who visited the page describing the contest. D. the percentage of visitors to the page describing the contest who entered the contest. E. the percentage of fans of the company's page who learned about the contest.

D

When a manufacturer chooses one or more retailing partners, the overriding consideration must be A. whether customers can participate in mobile commerce. B. the retailers' customary distribution intensity. C. the satisfaction of the retailing partners. D. the greatest possible customer convenience and satisfaction. E. the overall cost to the manufacturer.

D

When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions. A. assurance B. reliability C. tangibles D. responsiveness E. empathy

D

When confronted with an angry and emotional customer, the best first step toward service recovery is to A. call security in case it is necessary to escort the person from the building. B. match the person's voice in intensity and volume to gain control of the confrontation. C. gently but firmly tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down. D. listen carefully and with empathy until the customer feels he or she has been heard. E. ask a coworker to take over handling the complaint to get a neutral perspective.

D

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand A. establishes novelty. B. is the only one the consumer will consider. C. reduces delivery costs. D. facilitates purchasing. E. creates brand dilution.

D

When the detailed opinions of a few industry experts or experienced consumers are needed, __________ are often the best qualitative research method. A. focus groups B. surveys C. social media studies D. in-depth interviews E. secondary data mining studies

D

Which of the following is NOT a major consideration in determining an advertising budget? A. role of advertising in overall promotional objectives B. the product life cycle C. the nature of the market D. the budgeting method used E. the nature of the product

D

Which of the following is NOT true about public relations? A. PR has become increasingly important as costs of other forms of marketing communications continue to increase. B. Consumers have become increasingly skeptical of marketing claims made in conventional media. C. Media coverage generated by PR is seen as more credible than paid advertising. D. With the growth of the Internet, PR is quickly losing its impact. E. Public relations activities often support other promotional efforts.

D

Which of the following is the LEAST interactive IMC strategy? A. personal selling B. mobile marketing C. online marketing via social media D. direct marketing via catalog E. direct marketing via telemarketing

D

Which of the following is the best example of a mass media advertising channel? A. Weight Watchers Magazine B. Red State Talk Radio (WRS) C. Home and Garden TV (HGTV) D. USA Today E. The Golf Channel

D

Which statement best describes personal selling? A. It involves a larger audience than advertising. B. It is primarily indirect communication. C. It is primarily informational communication, not persuasive communication. D. It is the two-way flow of communication between a buyer and a seller. E. It involves encoding whereas advertising involves only decoding.

D

Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason? A. "It's a quick way for senior managers to see not only our product but each of our competitors, all at once." B. "It's a way to demonstrate the dimensions that our customers think are important." C. "It shows where we aren't—and where our competitors aren't—in our customers' and prospects' minds." D. "It's a way to show the position of the company throughout the product's life cycle." E. "We can easily show where we are positioned and how large the market is."

D

Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie. A. point of parity B. strategic target C. PRIZM cluster D. ideal point E. benefit centroid

D

_________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. A. Retrieval B. Financial C. Social D. Determinant E. Safety/performance

D

_________ is the practice of colluding with other firms to control prices. A. Competitive favoritism B. Industry tightening C. Monopolistic competition D. Price fixing E. Regressive pricing

D

_________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise. A. Vertical integration B. Cross-channel leverage C. Horizontal integration D. Multichannel retailing E. Opportunistic retailing

D

_________ is when vendors ship merchandise prepackaged in the quantity required for each store to the distribution center. A. Traditional shipping B. Vertical merchandising C. Combination warehousing D. Cross-docking E. Horizontal merchandising

D

_________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations. A. Department stores B. Off-price retailers C. Discount stores D. Extreme value retailers E. Category specialists

D

__________ confirms insights and provides a basis for taking a course of action. A. Primary data collection B. Data mining C. Qualitative research D. Quantitative research E. Statistical sourcing

D

__________ is a particularly good advertising medium for groceries and fast food. A. Television B. Internet C. Direct mail D. Radio E. Newspaper

D

__________ means converting the sender's ideas into a message, which could be verbal, visual, or both. A. Decoding B. Integrated marketing communications C. Precoding D. Encoding E. Tracking

D

__________ offer an inconsistent assortment of brand-name merchandise at low prices. A. Department stores B. Specialty stores C. Category killers D. Off-price retailers E. Full-line discount stores

D

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids. A. Category killers B. Specialty stores C. Factory outlets D. Extreme value retailers E. Convenience stores

D

n many high-end resort markets, Westin hotels compete directly with Crown Plaza hotels. Each firm weighs the comparative advantages and disadvantages of its offerings to determine whether to price above, equal to, or below the other hotel. In these markets, the hotels are using a _______________ pricing strategy. A. maximizing profits B. target profit C. target return D. competitive parity E. sales oriented

D

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy. A. personal selling B. mobile marketing C. advertising D. direct marketing E. public relations

E

A __________ brand is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee. A. franchise B. joint venture C. shared D. common use E. licensed

E

A _________________ strategy involves accurately measuring all the factors needed to predict sales and profits at various price levels, so that the price level that produces the highest return can be chosen. A. sales orientation B. target profit C. target return D. status quo E. maximizing profits

E

A consumer's external social environment includes A. impulse, habitual, and limited problem solving processes. B. functional and psychological needs. C. universal, retrieval, and evoked sets. D. cognitive, affective, and behavioral environments. E. family, reference groups, and culture.

E

A demand curve shows the relationship between ___________________ in a period of time. A. income and demand B. demand and cost C. price and elasticity D. profit and price E. price and demand

E

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets. A. functional and social B. postpurchase and prepurchase C. safety and situational D. psychological and physiological E. functional and psychological

E

A no-haggle pricing policy is a type of _______________ pricing strategy. A. maximizing profits B. sales orientation C. target return D. status quo E. customer-oriented

E

A product is __________ that can be offered through a voluntary marketing exchange. A. the combination of a firm's marketing mix B. the brand associations C. the category depth D. a tangible item E. anything of value to consumers

E

A systematic ____________ program collects customer inputs and integrates them into managerial decisions. A. quality gap analysis B. empowerment C. zone of tolerance D. standards analysis E. voice-of-customer

E

A(n) __________ gap exists when a firm knows what it needs to do to meet customers' service expectations but sometimes fails to do it. A. knowledge B. communication C. standards D. empowerment E. delivery

E

According to the text, which of the following has earned the highest Klout score? A. iPad mini B. Ashton Kutcher C. President Barack Obama D. True Blood E. Justin Bieber

E

After posting an RFP for telecommunications equipment, USF Corporation received six proposals from qualified vendors. Next, USF will A. recognize obstacles that must be circumvented. B. reevaluate the firm's needs. C. give one vendor a purchase order. D. conduct vendor analysis. E. evaluate the proposals and narrow the choice to a few suppliers.

E

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to A. logistical support. B. new product development. C. advertising assessment. D. determining why they should advertise. E. creation of the advertisement.

E

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful A. push-and-pull advertisement. B. puffery campaign. C. sales promotion. D. product-focused advertisement. E. public service announcement.

E

As the number of communication media has increased, the task of understanding how best to reach target customers has A. shifted from creating a value proposition to revising a value proposition. B. increased the use of rule-of-thumb targeting. C. become easier. D. focused on reducing communication noise. E. become more complex.

E

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? A. bonders B. creators C. listeners D. professionals E. sharers

E

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services. Bank of America is using a(n) __________ program to improve service quality and service offerings. A. quality gap analysis B. empowerment C. zone of tolerance D. standards analysis E. voice-of-customer

E

Barak is considering buying a hybrid car, but he's not sure that he believes the gas mileage estimates. Barak is concerned about A. physiological risk. B. social risk. C. financial risk. D. safety risk. E. performance risk.

E

Because there are many firms in monopolistic competition markets, A. everyone is a price taker. B. producers do not have to consider the reactions of rival firms. C. government often encourages consolidation to reduce the number of competitors. D. price controls may be implemented. E. the many competitors will focus on product differentiation.

E

Bertone's Office Supplies has large stores resembling warehouse environments, with racks stocked from floor to ceiling with different types of office supplies. Its assortment of office supplies is the largest in town, and their prices are low. Bertone's is a(n) A. warehouse club. B. extreme value retailer. C. off-price retailer. D. full-line discount retailer. E. category specialist.

E

Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to A. maximize rating points. B. minimize marketing communication expenditures. C. shift encoding into decoding. D. use personal selling to augment public relations. E. drive the receiver to action.

E

Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball in the rough, he gives it away. Brand loyal golfers like Brad allow Nike to charge a higher price and not lose many sales. By building a strong brand, Nike has effectively A. increased the income effect for its products. B. increased the cross-price elasticity for its products. C. focused on the competitive parity point for its products. D. shifted the golf ball market from a monopoly to pure competition. E. reduced the price elasticity of demand for its products.

E

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should A. represent the main text of the ad. B. identify the sponsor of the ad. C. use jargon and complex terminology. D. overshadow the visual message. E. be short and use simple words.

E

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of A. sales promotions. B. advertising. C. public relations. D. price reductions. E. direct marketing.

E

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs. A. functional and social B. postpurchase and prepurchase C. safety and situational D. psychological and physiological E. functional and psychological

E

Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be A. door-to-door surveys. B. focus group interviews. C. syndicated data. D. sales invoices at public libraries. E. U.S. census data.

E

Charging a relatively high price for new and innovative products to those consumers most willing and able to pay the high price is called price A. penetration. B. bundling. C. fixing. D. referencing. E. skimming.

E

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process? A. need recognition B. postpurchase evaluation C. information search D. situational analysis E. evaluation of alternatives

E

Cross-promotion is most successful when A. one product is well-known and one product is less known. B. the firms have a prior marketing relationship. C. the two products are similar in price. D. the promotion takes place over a very short time period. E. the two products appeal to the same target market.

E

Customers interacting with multichannel retailers most desire a(n) ________ experience. A. unique B. speedy C. distinctive D. inexpensive E. seamless

E

How is the cost to companies and entrepreneurs using Google Analytics calculated? A. a few cents per 100 hits B. correlated to conversion rates of website C. flat fee D. free for individuals; corporate rates based on usage E. free for everyone

E

If a manufacturer wasn't happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be __________ distribution. A. moderate B. compromise C. luxury D. evolutionary E. selective

E

If a telecommunications company drastically cuts the price for cellular phone service to eliminate local competitors, the company could be charged with A. loss leader pricing. B. bait and switch pricing. C. price fixing. D. unfair slotting. E. predatory pricing.

E

In a corporate vertical marketing system, A. conflict tends to be a major problem. B. transaction selling is the norm, with the invisible hand guiding the overall functioning. C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives. D. independent firms join together formally to decide how the marketing channel will operate. E. participants—such as warehouses, transportation companies, and retail outlets—are typically owned by a parent company to ensure harmonious relations throughout the supply chain.

E

In a(n) __________ marketing channel, none of the participants has any control over the others. A. cooperative B. corporate C. contractual D. administered E. conventional

E

In countries like the United States, services A. have almost all been replaced by technology. B. are a small portion of GDP relative to manufacturing. C. are replacing property taxes as a source of government revenue. D. will decrease in demand as the population ages. E. account for an increasing share of jobs.

E

In integrated marketing communications, encoding involves A. converting consumers' ideas into value propositions. B. differentiating noncommercial speech from commercial speech. C. converting the decoder into the receiver. D. interpreting click-through rates. E. converting the sender's ideas into a message, which could be verbal, visual, or both.

E

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a __________ customer. A. price sensitive B. brand persuasion oriented C. brand association oriented D. brand extension oriented E. brand loyal

E

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? A. bonders B. creators C. listeners D. professionals E. sharers

E

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of A. rejection of advertising. B. subliminal advertising. C. product underwhelm. D. IMC strategy. E. the lagged effect.

E

Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following EXCEPT __________ to provide feedback from her efforts. A. sales data B. complaints C. compliments D. coupon redemption rates E. the channel

E

Malcolm buys overrun clothing from factories around the South. He sells the clothes to discount retailers. Malcolm is a A. manufacturer. B. producer. C. consumer. D. factory agent. E. reseller.

E

Managers of Wendy's fast food restaurants keep track of prices at competitors such as McDonald's, Burger King, and Arby's, knowing that a decrease in the prices at these other fast food restaurants will A. increase the income effect for Wendy's products. B. increase demand for Wendy's products. C. decrease the income effect for Wendy's products. D. increase the complementary effect for Wendy's products. E. decrease demand for Wendy's products.

E

Many former Enron professionals who had nothing to do with the corporate scandal found that listing employment with Enron hurt their chances of being hired elsewhere. For these people, the Enron name has A. no brand associations. B. unspent brand loyalty. C. private label impact. D. brand dilution. E. negative brand equity.

E

Many health insurance policies require patients to call and get preapproval for tests or procedures. The health insurance company acts as a __________ for the purchase of these medical services. A. decider B. initiator C. influencer D. user E. gatekeeper

E

Many product-dominant firms use quality service A. as a way to minimize the cost of production. B. to support a standards gap. C. as a way to increase the perishability of their products. D. to install a voice of the customer program. E. to maintain a sustainable competitive advantage.

E

Many retail golf stores have driving ranges, some with backdrops showing famous golf courses. These driving ranges allow A. wholesalers to evaluate promotional discounts. B. retailers to improve the shopping experience through an improved product line assortment. C. customers to increase their share of wallet spending. D. retailers to avoid competition from knock-off products. E. customers to try before they buy.

E

Marketers love consumers who engage in __________, buying their company's product with little thought or consideration of alternatives. A. compensatory decisions B. personal problem solving C. extended problem solving D. reference group consumption E. habitual decision making

E

Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store. The employees—when she could find them—rarely seemed to know where anything was outside of their own departments. But on her most recent visit, she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately. The store had found a technological solution to the services marketing issue of A. intangibility. B. part-time employees. C. perishability. D. inseparability. E. variability.

E

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are A. material goods, safety, and love. B. community, family, and self. C. safety, stability, and striving. D. health, wealth, and happiness. E. safety, love, and esteem.

E

Natalie and her fiancée Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalie would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalie and Dow's wedding decisions are most influenced by A. impulse, habitual, and limited problem solving process. B. functional and psychological profit. C. universal, retrieval, and evoked sets. D. cognitive, affective, and behavioral environment. E. family, reference groups, and culture.

E

Natalie represents a manufacturer who makes unique, high-end hats. When making a recommendation about potential retail partners, what should be Natalie's first consideration? A. What is the appropriate advertising strategy? B. When will customers want this product? C. What prices will customers be willing to pay? D. What assortment of products will customers want? E. How likely is it for certain retailers to carry this product?

E

Postpurchase cognitive dissonance is especially likely for products that are A. cheap, poorly made, and made of plastic. B. personally valuable, antique, or foreign-made. C. simple, easily copied, and new. D. psychologically soothing, purchased impulsively, and part of a consumer's evoked set. E. expensive, infrequently purchased, and associated with high levels of risk.

E

Private-label brands are developed and managed by A. manufacturers. B. wholesalers. C. supply chain specialists. D. manufacturer's reps. E. retailers.

E

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. A. secondary data B. an observational study C. an experiment D. a structured questionnaire E. a survey with open-ended questions

E

Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT A. the value proposition. B. product attributes. C. symbols. D. competitive comparisons. E. profitability.

E

Retailers often perform ticketing and marking functions in their distribution centers rather than in their retail stores because ticketing and marking is often A. the responsibility of the dispatcher. B. too complex for sales personnel to manage. C. done in conjunction with supply chain promotional allowances. D. the responsibility of the logistics department and not the marketing department. E. inefficient and expensive.

E

Retailers use __________ to get customers into their stores. A. in-store promotions B. specialty product displays C. supply chain relationships D. off-price wholesaling E. mass media advertising

E

Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's company faces __________ demand. A. synthetic B. situational C. monopolistic D. contrived E. derived

E

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige? A. loyalty program B. contest C. deal D. premium E. sweepstakes

E

The goal of any marketing communication is to A. maximize personal selling. B. increase public relations click-through rates. C. overwhelm negative publicity with commercial speech. D. replace cause-related marketing with non-cause-related marketing. E. get the right message to the right audience through the right media.

E

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in A. media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing.

E

The key factor distinguishing retailers from other members of the supply chain is that A. they sell to consumers, businesses, and government. B. they use marketing to reach consumers. C. they use advertising to generate demand. D. they rarely engage in personal selling. E. they sell to customers for their personal use.

E

The most common type of contractual vertical marketing system is a A. wholesaler. B. joint venture. C. licensing arrangement. D. partnership. E. franchise.

E

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use __________ to overcome the problem of inseparability of services. A. promotional discounts B. zone of tolerance allowances C. perishability gap analysis D. point-of-purchase displays E. satisfaction guarantees

E

Though a picture may be worth a thousand words, the most important facet of encoding is A. who draws the picture. B. the self-visualization process. C. not what is received but what is sent. D. the sponsor rather than the receiver. E. not what is sent but what is received.

E

Traditionally, retailers treated all their customers ________, but today, successful retailers ________. A. based on demographics; treat customers based on share of wallet B. based on share of wallet; treat all customers identically C. identically; base customer attention on demographics D. based on demographics; provide more value to mobile commerce customers E. identically; provide more value to their best customers

E

What is the appeal of Pinterest to marketers? A. allows big-box stores to compete on a cost basis with online retailers B. helps create exclusive merchandise for retailers C. creates excitement about service or products through gamification D. generates customer engagement with products E. allows products and services to receive unlimited exposure from fans

E

What is wrap rage? A. customer anger when the outside wrapping does not accurately portray what is inside the package B. the reaction of a salesperson when the secondary packaging does not bear a bar code C. frustration of a customer when a package is oddly shaped and cannot be easily gift wrapped D. a reaction by environmentalists when nonrecyclable materials are used for the secondary packaging E. frustration by a customer when the packaging makes it difficult to get at the product

E

When Apple Computer company introduced the iPhone—a combination phone, MP3 player, and Internet access device—in 2007, it was priced at $499, considerably higher than either the iPod or competing cell phones. Apple was probably pursuing a __________ pricing strategy. A. market penetration B. slotting allowance C. price fixing D. reference price E. skimming

E

When Karen realized her dog had fleas, Karen had A. a social-perceptual incongruence. B. a psychological need. C. a cognitive learning failure. D. a universal shopping need. E. an unsatisfied need.

E

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information. A. interpersonal and sensual B. compensatory and noncompensatory C. ritual and spiritual D. psychological and functional E. internal and external

E

When Natasha took over as facilities manager for Burlington Furniture Manufacturing, she was shocked to see the factory was still heated with a coal-fired boiler. She made an immediate decision to upgrade the heating system to something more efficient, and began to research available options. For Natasha and Burlington Furniture, this represented a(n) __________ situation. A. adapted buy B. modified rebuy C. straight rebuy D. generic buy E. new buy

E

When __________ are authorized to make decisions to help their customers, service quality generally improves. A. consultants B. middle managers C. corporate executives D. production control managers E. frontline employees

E

When marketers state that services are __________, they are referring to the fact that services cannot be stored for use in the future. A. intangible B. inseparable C. variable D. durable E. perishable

E

When purchasing books on Amazon.com, customers are shown other books and a message saying, "Customers who purchased (your book) also purchased..." This is an example of A. mass media advertising. B. publicity. C. public relations. D. sales promotions. E. direct marketing.

E

Which of the following is NOT an element of the factors affecting consumers' search processes? A. perceived benefits versus perceived costs of search B. locus of control C. actual risk D. perceived risk E. functional versus psychological need

E

Which of the following is NOT one of the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer? A. choosing retail partners B. identifying types of retailers C. developing retail strategy D. managing a multichannel strategy E. lowering production costs

E

Why did PepsiCo reduce the weight of its water bottles by 20 percent? A. to save money on shipping B. to save money on materials C. to satisfy environmental groups D. to sell more bottles of water E. because PepsiCo was concerned about waste from its bottles

E

With a _______ marketing strategy, there is less likelihood of being overstocked or out of stock because the store orders merchandise as needed on the basis of consumer demand. A. consignment B. push C. vendor-managed D. manufacturer-managed E. pull

E

__________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand. A. Corporate branding B. Brand extraction C. Brand collusion D. Brand personality destruction E. Brand dilution

E

__________ research is a type of quantitative research that manipulates variables to help determine cause and effect. A. Descriptive B. Syndicated C. Manipulative D. Focus group E. Experimental

E