Marketing

__________ 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. Select one: a. Convenience stores b. Warehouse clubs c. Supercenters d. Department stores e. Extreme value retailers

convenience stores

For an advertiser, the target audience can be understood as Select one: a. consumers who currently use or like the product. b. consumers whom its research designates as its target market. c. consumers who are unaware of the product. d. consumers who do not use the product. e. consumers who prefer the competitor's product.

consumers whom its research designates as its target market.

__________ 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. Select one: a. Supercenters b. Warehouse clubs c. Convenience stores d. Extreme value retailers e. Department stores

convenience stores

Every year, General Mills issues a report discussing how the firm has performed against its own standards of ethical conduct. This report is part of General Mills' __________ phase of its strategic marketing planning process. Select one: a. control b. planning c. evolution d. marketing mix e. implementation

control

For brick-and-mortar retailers, when making decisions regarding place, a key ingredient to success is Select one: a. customer relationship management. b. off-price placement. c. convenient locations. d. private-label merchandise. e. product placement promotion.

convenient locations

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market. Select one: a. geographic b. psychographic c. benefits d. behavioral e. demographic

demographic

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

describe themselves

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 Select one: a. click paths. b. conversion rate. c. hits. d. extended network. e. bounce rate.

conversion rate

Whether targeting consumers or resellers, marketers need to focus on Select one: a. creating value for their customers. b. buying center synergy. c. reducing derived demand. d. private exchange efficiency. e. corporate profit sharing.

creating value for their customers

Which of the following is NOT required to build a successful strategic relationship? Select one: a. credible commitments b. creation of a joint venture c. open communications d. common goals e. mutual trust

creation of a joint venture

Which of the following is NOT required to build a successful strategic relationship? Select one: a. mutual trust b. credible commitments c. creation of a joint venture d. open communications e. common goals

creation of a joint venture

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours. Select one: a. cross-docking b. traditional c. combination d. vertical e. horizontal

cross-docking

A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers. Select one: a. circulation center b. distribution center c. collaborative replenishment office d. floor-ready franchising center e. supply chain hub

distribution center

Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of Select one: a. a transactional marketing orientation. b. customer relationship management. c. supply chain management. d. C2C marketing. e. typical production-oriented era marketing practices.

customer relationship management

__________ refers to the process by which the receiver interprets the sender's message. Select one: a. Precoding b. Decoding c. Encoding d. Feedback e. Tracking

decoding

A __________ gap is the difference between the firm's service standards and the service it provides to customers. Select one: a. standards b. delivery c. communication d. knowledge e. seniority

delivery

By setting appropriate service standards and measuring service performance, firms can attempt to close a __________ gap. Select one: a. communication b. seniority c. standards d. delivery e. knowledge

delivery

Many corporations are shifting from defined benefit to defined contribution retirement programs. When considering changes to retirement programs, the primary stakeholders are the Select one: a. competition. b. employees. c. marketing managers. d. shareholders. e. customers.

employees

Marketers particularly want their brands and products to be in consumers'__________ sets. Select one: a. deterministic b. behavioral c. retrieval d. evoked e. universal

evoked

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. Select one: a. psychological risk b. external social environment c. cognitive need d. evoked set e. physiological need

external social environment

Higher-income consumers visiting __________ feel like they are on a treasure hunt, searching for a bargain. Select one: a. department stores b. extreme value retailers c. services retailers d. big box retailers e. category specialist stores

extreme value retailers

Which type of store is small and offers a limited merchandise assortment at very low prices? Select one: a. limited assortment supermarkets b. convenience stores c. specialty stores d. extreme value retailers e. outlet stores

extreme value retailers

Taylor loves the lifestyle associated with being a salesperson, allowing her to take a day off during the week and making it up on the weekend. She most likely values the __________ associated with creating her own schedule. Select one: a. role playing b. flexibility c. compensation d. selling team approach e. structure

flexibility

Merchandise that arrives in the delivery truck ready to be sold is considered Select one: a. synthesized. b. lead time synchronized. c. ahead of the curve. d. quick-response packaged. e. floor-ready.

floor-ready

A __________ is a small group of people brought together for an intensive discussion of a topic. Select one: a. focus group b. data mining session c. in-depth interview d. experiment e. social media site

focus group

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 Select one: a. lifestyle. b. his evoked set. c. learned behavior. d. a functional need. e. brand association.

lifestyle

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

lifestyle

In which buying situation is the buyer most likely to proceed through all six steps in the buying process? Select one: a. new buy b. modified rebuy c. straight rebuy d. generic buy e. adapted buy

new buy

Charges that firms are using sweatshop labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process. Select one: a. control b. implementation c. planning d. marketing mix e. evolution

implementation

Whenever Donald considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the newest technology. For Donald, Jeremy is a __________ in the diffusion of innovation curve. Select one: a. late majority b. innovator c. laggard d. early adopters e. early majority

innovator

The marketing of services differs from product marketing because services are all of these EXCEPT Select one: a. perishable. b. intangible. c. variable. d. inseparable. e. renewable.

inseparable

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. Select one: a. perishable b. replenishable c. intangible d. variable e. inseparable

intangible

Distribution intensity is commonly divided into three levels: Select one: a. global, national, and local. b. primary, secondary, and tertiary. c. administered, vertical, and independent. d. intensive, exclusive, and selective. e. corporate, contractual, and independent

intensive, exclusive, and selective

Distribution intensity is commonly divided into three levels: Select one: a. intensive, exclusive, and selective. b. administered, vertical, and independent. c. global, national, and local. d. corporate, contractual, and independent. e. primary, secondary, and tertiary.

intensive, exclusive, and selective

When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships. Select one: a. conventional b. vertical c. interdependent d. horizontal e. administered

interdependent

When marketers state that services are __________, they are referring to the fact that services cannot be stored for use in the future. Select one: a. durable b. perishable c. intangible d. variable e. inseparable

perishable

_________________ measures consumers' sensitivity to price changes. Select one: a. Price elasticity of demand b. Inelastic demand price parity c. Competitive profit elasticity of demand d. Income elasticity of demand e. Cross-price elasticity of demand

price elasticity of demand

A toothpaste tube is an example of a ________ package. Select one: a. brand positioning b. private-label c. secondary d. primary e. convenience

primary

The preapproach stage occurs __________ and extends the qualification of leads procedure. Select one: a. after the sales presentation b. after closing the sale but before follow-up c. at the beginning of the sales presentation d. before closing the sale but after follow-up e. prior to the sales presentation

prior to the sales presentation

When you register your telephone number with the Do Not Call Registry, you are responding to a need for Select one: a. enhanced information flow. b. marketing contact. c. tactical communication skills. d. privacy. e. lower phone bills.

privacy

When Ford Motor Company decided to sell the Fiesta—in the same form and design—around the globe, instead of selling different versions in different countries, this was part of Ford's global ________ strategy. Select one: a. product b. communication c. distribution d. pricing e. exchange

product

Which element of the marketing mix is most relevant to the activity "creating value"? Select one: a. place b. product c. purchasing d. price e. promotion

product

A ___________ is a group of products that consumers may use together or perceive as similar in some way. Select one: a. SBU b. promotional service c. STP d. product line e. market segment

product line

Before the development of computer-assisted design software, many firms handcrafted __________, wooden or clay models that served as rough physical representations of a new product. Select one: a. prototypes b. designer models c. premarket tests d. blockbusters e. storyboards

prototypes

The greater the discrepancy between a consumer's needy state and the desired state, the greater Select one: a. time needed to satisfy the need. b. the amount of external information search will be needed. c. the effort consumers will invest in searching for alternatives. d. the size of the universal set will be. e. the consumer's need recognition will be

the consumer's need recognition will be

Geert Hofstede's cultural dimensions concept focuses on five dimensions of __________ in a country. Select one: a. visible artifacts b. underlying values c. dress d. symbols e. ceremonies

underlying values

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product? Select one: a. convenience product b. shopping product c. unsought product d. secondary product e. line extension

unsought product

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

provide visual experiences and engage with customers.

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

quota

__________ is a particularly good advertising medium for groceries and fast food. Select one: a. Direct mail b. Radio c. Television d. Newspaper e. Internet

radio

A wholesaler is an example of a Select one: a. retailer. b. reseller. c. reference group. d. merchandiser. e. manufacturer.

reseller

Every Monday during the month of December, salespeople who had the highest sales the previous week participated in a balloon surprise, where each would receive a balloon containing either a $50 or a $100 bill. This short-term incentive is known as a Select one: a. sales contest. b. commission. c. bonus. d. salary. e. rebate.

sales contest

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. Select one: a. financial b. physiological c. performance d. psychological e. social

social

Many inventors struggle with the question, "I made it; now how do I get rid of it?" They have made the error of considering marketing as Select one: a. a profit center. b. an afterthought. c. an accounting function. d. important only for new products. e. an integral part of a business plan.

An afterthought

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? Select one: a. Federal Communications Commission b. Federal Trade Commission c. Consumer Product Safety Administration d. Interstate Commerce Commission e. Food and Drug Administration

Food and drug administration

Franz lives in a country where he and his friends have disposable income, in spite of the fact that their average income is $650 per month, because they have no debt and don't save money. Franz most likely lives in Select one: a. China. b. Brazil. c. Japan. d. Russia. e. India.

Russia

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 Select one: a. a 2 percent increase in quantity demanded. b. a 5 percent decrease in quantity demanded. c. a 10 percent decrease in quantity demanded. d. a 10 percent increase in quantity demanded. e. a 2 percent decrease in quantity demanded.

a 2 percent decrease in quantity demanded

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 Select one: a. multiple regression analyses. b. target return strategies. c. a demand curve. d. the law of averages. e. a sales orientation.

a demand curve

Negative attitudes are typically difficult for marketers to change because Select one: a. consumers' attitudes are derived from unchanging decision rules. b. consumers weigh performance risk against functional needs when assessing their attitudes. c. attitudes shift consumers from limited to extended problem solving situations. d. most consumers' attitudes depend on prices. e. attitudes are learned and long lasting.

attitudes are learned and long lasting

One of the reasons service failures need to be addressed quickly is to Select one: a. avoid negative word-of-mouth from upset customers. b. increase empowerment zones. c. minimize the zone of tolerance. d. avoid a situational ethics conflict. e. keep management from finding out what happened.

avoid negative word-of-mouth from upset customers

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the Select one: a. influencer. b. user. c. decider. d. buyer. e. initiator.

buyer

In most large organizations, several people are responsible for making a purchase decision. This group is called the Select one: a. derived demand cohort. b. expediters. c. buying center. d. decider group. e. reselling team.

buying center

Jackie works as a sales rep for a company that produces and sells steel used in building construction. Jackie is in __________ sales. Select one: a. G2B b. B2C c. C2C d. G2G e. B2B

B2B

Auction sites like eBay have increased opportunities for __________ marketing. Select one: a. D2C b. B2B c. C2D d. B2G e. C2C

C2C

In many cases, pioneers lose their market lead and initial market share to imitators who Select one: a. capitalize on the pioneers' weaknesses. b. create similar products with reduced value to consumers. c. ignore patents and copyrights. d. utilize alpha-beta testing. e. target late maturity consumers.

Capitalize on the pioneers' weaknesses

In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called Select one: a. cash cows. b. question marks. c. anchors. d. stars. e. dogs.

Cash cows

________ can be defined as raw numbers or other factual information that, on its own, has limited value. Select one: a. Formulas b. Charts and graphs c. Statistics d. Marketing research e. Data

Data

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? Select one: a. neuromarketing b. panel data c. data warehousing d. data mining e. biometrics

Data mining

The process by which the use of a new product or service spreads throughout a market group is referred to as Select one: a. new product introduction. b. product development diffusion. c. lead user dispersion. d. diffusion of innovation. e. the product life cycle.

Diffusion of innovation

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

Direct Investment

According to the text, which of the following has earned the highest Klout score? Select one: a. President Barack Obama b. Ashton Kutcher c. iPad mini d. True Blood e. Justin Bieber

Justin Bieber

During the __________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense. Select one: a. decline b. introduction c. leveling d. growth e. maturity

Maturity

Ford Motor Company decided to sell the Fiesta around the globe. Which of the following would be an example of glocalization of the Fiesta? Select one: a. The same product design and features, and the same basic promotional campaign, used in all countries. b. The same marketing mix for all of the four Ps used in all countries. c. Variations in the product design and the promotional campaign country by country. d. The same product design and features in all countries, with variations in the promotional campaigns country by country. e. Variations in the product design country by country, with the same basic promotional campaign used in all countries.

The same product design and features in all countries, with variations in the promotional campaigns country by country

The key factor distinguishing retailers from other members of the supply chain is that Select one: a. they sell to consumers, businesses, and government. b. they rarely engage in personal selling. c. they use marketing to reach consumers. d. they sell to customers for their personal use. e. they use advertising to generate demand.

They sell to customers for their personal use

Which of the following is the best example of a mass media advertising channel? Select one: a. USA Today b. Red State Talk Radio (WRS) c. The Golf Channel d. Weight Watchers Magazine e. Home and Garden TV (HGTV)

USA Today

__________ pricing tactics lower the price of a product below cost. Select one: a. Regular b. Cost-based c. Zone d. Fixed e. Loss leader

loss leader

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both. Select one: a. Precoding b. Decoding c. Tracking d. Integrated marketing communications e. Encoding

Encoding

After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of Select one: a. engaging customers and developing long-term relationships. b. synthesizing and interpreting sales, accounting, and customer-profile data. c. identifying opportunities to expand. d. advising production on how much product to make. e. alerting the logistics department when to ship products.

Engaging Customers and developing long-term relationships

One of the potential benefits to a firm of introducing new-to-the-world products or services is Select one: a. capitalizing on existing consumer preferences. b. establishing a completely new market. c. cost savings. d. late majority marketing. e. the ability to avoid paying pioneers for new product development.

Establishing a completely new market

A__________ is the trade of things of value between the buyer and the seller so that each is better off as a result. Select one: a. promotional plan b. exchange c. relational orientation d. market segment e. transactional orientation

Exchange

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? Select one: a. Energize b. Educate c. Excite d. Experience e. Engage

Excite

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? Select one: a. Engage b. Experience c. Excite d. Energize e. Educate

Excite

Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings. Four Winds is Select one: a. expanding from offering just services to also offering goods. b. increasing customer value through inflated appraisal evaluations. c. implementing a market segmentation strategy. d. expanding from offering just goods to also offering services. e. capturing value through multiple pricing strategies.

Expanding from offering just goods to also offering services

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

Experience

Which of the following is NOT one of the federal agencies that regulate advertising activities? Select one: a. FRS b. FDA c. FCC d. FTC e. USPS

FRS

The chapter opening case on the fishing industry focused on what ethical dilemma? Select one: a. The U.S. fishing industry is selling more fish overseas in spite of increased U.S. demand. b. Restaurants are selling fish that are legally banned in the U.S. c. Restaurants are selling more fish than ever in spite of overfishing. d. Fisheries are overcharging distributors for fish, which is being passed on to consumers. e. Fisheries and restaurants are substituting a less popular fish for a more popular one without the consumer's knowledge.

Fisheries and restaurants are substituting a less popular fish for a more popular one without the consumer's knowledge.

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

GNI

The members of the __________ generational cohort were born into a world where the Internet and extensive digital technologies already existed. Select one: a. Baby Boomers b. Generation Y c. Generation X d. Generation W e. Generation Z

Generation Z

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using __________ segmentation. Select one: a. geodemographic b. self-actualization c. benefit d. loyalty e. psychographic

Geodemographic

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? Select one: a. How likely is it for certain retailers to carry this product? b. What is the appropriate advertising strategy? c. When will customers want this product? d. What assortment of products will customers want? e. What prices will customers be willing to pay?

How likely is it for certain retailers to carry this product?

Lamar owns four dry cleaning stores in the suburbs of Orlando, Florida. He recently updated his STP analysis and has just finished adjusting his marketing mix based on the STP results. His next strategic marketing decision will likely involve determining Select one: a. what new government regulations might create opportunities or threats. b. how Disney World crowds will affect his business. c. which employees to promote or fire. d. when to shift from a customer excellence to an operational excellence strategy. e. how to allocate resources among his four stores.

How to allocate resources among his four stores

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

It helps to obtain a bigger share of the market

How did Johnson and Johnson recently respond to new limits on acetaminophen dosages? Select one: a. It changed its packaging to reflect the new standards. b. It pulled all Tylenol products off the shelf until it could be sure it wasn't causing problems for consumers. c. It changed the dosages to significantly lower levels. d. It reminded people not to take more than the recommended dosage. e. It didn't do anything and waited to see if there would be a problem with its products.

It reminded people not to take more than the recommended dosage.

How did Johnson and Johnson recently respond to new limits on acetaminophen dosages? Select one: a. It pulled all Tylenol products off the shelf until it could be sure it wasn't causing problems for consumers. b. It didn't do anything and waited to see if there would be a problem with its products. c. It changed the dosages to significantly lower levels. d. It changed its packaging to reflect the new standards. e. It reminded people not to take more than the recommended dosage.

It reminded people not to take more than the recommended dosage.

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 Select one: a. channel expansion. b. cell selling. c. smart retailing. d. M-commerce. e. P-commerce.

M-commerce

At one point in the evolution of marketing, the United States entered a buyer's market and the customer became king. Which era is being described? a. sales-oriented b. production-oriented c. market-oriented d. value-based marketing e. economics-oriented

Market-oriented

Many U.S. companies first discovered marketing during the __________ era. Select one: a. sales-oriented b. retailing-oriented c. value-based marketing d. production-oriented e. market-oriented

Market-oriented

In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers Select one: a. Mexican products became less expensive while U.S.-made products became comparatively more expensive. b. Mexican products became more expensive while U.S.-made products became comparatively less expensive. c. U.S.-made products became less attractive to purchase. d. interest rates fell to compensate for increased inflation. e. incomes rose dramatically.

Mexican products became more expensive while U.S.-made products became comparatively less expensive.

In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers Select one: a. Mexican products became more expensive while U.S.-made products became comparatively less expensive. b. interest rates fell to compensate for increased inflation. c. Mexican products became less expensive while U.S.-made products became comparatively more expensive. d. incomes rose dramatically. e. U.S.-made products became less attractive to purchase.

Mexican products became more expensive while U.S.-made products became comparatively less expensive.

In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because Select one: a. they are especially price conscious. b. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals. c. they encourage competitors to enter the market. d. they prefer products from established market leaders. e. they are easily influenced by reminder advertising.

Other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals

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

Personal information about research participants should not be shared, EXCEPT with a designated member of senior management

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

Personal information about research participants should not be shared, EXCEPT with a designated member of senior management.

Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeff has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on? a. promotion b. price c. product d. place e. planning

Place

Marketing channel management is related to which of the four Ps? Select one: a. promotion b. place c. product d. price e. production

Place

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

Placing a Facebook ad

Jeff opened a sporting apparel store and signed a lease on the property. He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on? Select one: a. prototype b. price c. product d. place e. promotion

Price

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

Product attributes

Between concept testing and market testing, a firm should engage in which stage of the product development process? Select one: a. product development b. brainstorming c. determining potential ROI d. securing financial backing e. marketing research

Product development

In 2007, Apple Computer introduced its new iPhone, adding a cellular telephone, a camera, and Internet access to its iPod. The company was pursuing a __________ strategy. Select one: a. product development b. market development c. customer excellence d. market penetration e. operational excellence

Product development

Marketing was once an afterthought to Select one: a. finance. b. economics. c. accounting. d. none of these—marketing was never an afterthought. e. production.

Production

When a T-shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing? a. market-oriented b. economics-oriented c. production-oriented d. value-based marketing e. sales-oriented

Production-oriented

In delivering value, marketing firms attempt to find the most desirable balance between Select one: a. the need for product improvement and the need for advertising. b. providing benefits to customers and keeping costs down. c. the need for value and the perception of value. d. explicit versus implicit value. e. the desire to satisfy customers and the need to keep customers from running the company.

Providing benefits to customers and keeping costs down

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation. Select one: a. benefit b. psychographic c. behavioral d. self-concept e. geographic

Psychographic

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

Reachable

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being Select one: a. reachable. b. perceptive. c. quantifiable. d. substantial. e. identifiable.

Reachable

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

Responsive

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

Responsive

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

Responsive

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

Responsive

One Laptop Per Child is a nonprofit initiative with the goal of making extremely low-cost laptops available to children in the developing world to help them learn skills, with the goal of helping them to learn skills needed in today's workforce. If some of the low-cost technology developed for this laptop found its way into laptops created for U.S. consumers, this would be an example of Select one: a. purchasing power parity. b. glocalization. c. franchising. d. a strategic alliance. e. reverse innovation.

Reverse Innovation

Which of the following is NOT one of the guidelines for developing a market research questionnaire? Select one: a. Questions should only address one issue at a time. b. Questions should be sequenced appropriately. c. Sensitive questions should be asked first. d. The layout should be professional and easy to follow. e. Questions should use vocabulary respondents are familiar with.

Sensitive questions should be asked first

UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals. a. supply chain management b. promotion c. retail management d. value communication e. value capture

Supply Chain Management

The marketing goal of getting the right quantities to the right locations at the right time relates to a. service marketing. b. communicating the value proposition. c. capturing value. d. price and performance management. e. supply chain management.

Supply chain management

Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule. She is trying to determine how to offer the classes students need at the times when students need them. Yesenia is struggling with the marketing function of Select one: a. capturing value. b. creating value c. communicating the value proposition. d. value co-creation. e. supply chain management.

Supply chain management

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? Select one: a. experimental data b. focus group data c. syndicated data d. panel data e. survey data

Syndicated data

Even though they operate from out-of-the-way airports and offer few extra services, discount, no-frill airlines like Ryanair and EasyJet have been successful. Consumers obviously consider Select one: a. the long-term relationships established by these airlines to be a critical benefit. b. the benefit of lower prices to be greater than the cost of reduced services and less convenience. c. the major airlines to be worthless. d. the schedules these airlines offer to be the most convenient in the industry. e. the prices to be slightly lower, but not low enough to have much influence.

The benefit of lower prices to be greater than the cost of reduced services and less convenience

For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a ________ strategy. Select one: a. differentiated segmentation b. lifestyle segmentation c. benefit segmentation d. concentrated targeting e. undifferentiated targeting

Undifferentiated targeting

During the __________ era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did. Select one: a. sales-oriented b. retailing-oriented c. market-oriented d. value-based marketing e. production-oriented

Value-based marketing

Which of the following is an example of an unstructured question? Select one: a. Why did you buy this product? b. Would you buy this product? (yes, no) c. 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.) d. What would convince you to buy this product? A. lower price, B. larger packaging, C. better taste e. Would you buy this product? A. definitely, B. maybe, C. definitely not

Why did you buy this product?

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 Select one: a. lack of clarity in the message. b. competing messages. c. a poor choice of medium. d. a flaw in the medium. e. an extended feedback loop.

a flaw in the medium

Evelyn knows that prospective customers are likely to raise reservations about price and quality. She needs to convince customers that her products represent Select one: a. an environmental achievement. b. a good value. c. the least expensive choice available. d. time savings. e. average quality for an average price.

a good valur

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 Select one: a. a noncompensatory decision rule. b. a compensatory decision rule. c. habitual decision making. d. temporal factors. e. social factors.

a noncompensatory decision rule

Generally, when advertising to consumers, the objective of an advertising campaign is Select one: a. to offset sales promotion costs. b. to maximize media planning. c. to win advertising awards. d. a pull strategy—to get the product into stores by having consumers demand it. e. a push strategy—to stimulate interest among members of the supply chain.

a pull strategy—to get the product into stores by having consumers demand it.

Generally, when advertising to consumers, the objective of an advertising campaign is Select one: a. to offset sales promotion costs. b. to win advertising awards. c. to maximize media planning. d. a pull strategy—to get the product into stores by having consumers demand it. e. a push strategy—to stimulate interest among members of the supply chain.

a pull strategy—to get the product into stores by having consumers demand it.

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

a tariff

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

a trade deficit

In the AIDA model, the do stage is the __________ stage. Select one: a. desire b. interest c. action d. intentions e. awareness

action

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers Select one: a. didn't care if a company acted responsibly. b. were concerned with social responsibility, but not the ethical behavior of a company. c. had no idea if the companies they purchased from were responsible. d. purchased from companies they perceived to be ethical or not ethical equally. e. actively tried to purchase from companies they considered responsible.

actively tried to purchase from companies they considered responsible.

Retailing is defined as the set of business activities that Select one: a. focuses on a firm's core values. b. only occurs in brick-and-mortar space. c. focuses on transactions, but not relationships. d. separates wholesaling from manufacturing. e. adds value to products and services sold to final consumers.

adds value to products and services sold to final consumers

Roland has just received notification from a vendor that his clothing merchandise order has been processed and dispatched. Roland has just received a Select one: a. horizontal contractual notice. b. advanced shipping notice. c. vendor-managed inventory alert. d. CPFR tag. e. universal product code report.

advanced shipping notice

Roland has just received notification from a vendor that his clothing merchandise order has been processed and dispatched. Roland has just received a Select one: a. horizontal contractual notice. b. advanced shipping notice. c. vendor-managed inventory alert. d. universal product code report. e. CPFR tag.

advanced shipping notice

When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following EXCEPT Select one: a. age. b. currency exchange rates. c. interest rates. d. inflation. e. purchasing power.

age

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 Select one: a. alienated Beverly, the real decision maker. b. responded to the RFP too quickly. c. offended the nondecision makers by assuming they had more power than they did. d. failed the vendor analysis. e. bid too many products.

alienated Beverly, the real decision maker

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, __________ should engage in brainstorming and evaluation of alternatives. Select one: a. any individuals with competing interests b. the senior managers most involved c. key customers d. all parties relevant to the decision e. elected officials

all parties relevant to the decision

Some 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 Select one: a. product style. b. the product position. c. the core value. d. an associated service. e. the actual product.

an associated service

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 Select one: a. any experience with the product it wishes to purchase. b. any derived demand for the system. c. any students who might be interested in distance learning. d. the money to afford it. e. anyone interested in the technology.

any experience with the product it wishes to purchase

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. Select one: a. assurance b. tangibles c. responsiveness d. reliability e. empathy

assurance

Social media first began to get more professional and offer more to users Select one: a. in 2011-2012, when the market became flooded with smartphones. b. when Apple launched the first App Store. c. in the past few years, during its entrepreneurial phase. d. just after its invention phase in the early 1990s. e. at the turn of the twenty-first century.

at the turn of the twenty-first century

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 Select one: a. use jargon and complex terminology. b. represent the main text of the ad. c. overshadow the visual message. d. identify the sponsor of the ad. e. be short and use simple words.

be short and use simple words

Being socially responsible is generally considered Select one: a. a necessary part of every firm's strategy. b. beyond the norms of corporate ethical behavior. c. the responsibility of corporate-sponsored foundations that can effectively concentrate a firm's good deeds. d. a good thing to do only if a company is profitable. e. inappropriate for most firms in today's challenging markets.

beyond the norms of corporate ethical behavior

The pharmaceutical industry often justifies the high prices for new drugs by arguing that it researches as many as one hundred new compounds before it comes up with one __________, an extremely successful product that pays for the costs associated with the other attempts to develop new products. Select one: a. blockbuster b. standout c. pioneer d. first mover e. premium product

blockbuster

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

bonders

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? Select one: a. sharers b. creators c. bonders d. professionals e. listeners

bonders

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

bounce rates

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 Select one: a. aided recall. b. brand recall. c. brand preference. d. brand awareness. e. brand image.

brand awareness

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? Select one: a. brand awareness b. brand loyalty c. brand associations d. brand conceptualization e. perceived value

brand conceptualization

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a Select one: a. premium brand. b. copycat brand. c. line extension. d. licensed brand. e. brand extension

brand extension

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 Select one: a. motivation. b. self-actualization. c. brand loyalty. d. brand extension. e. social marketing.

brand loyalty

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 Select one: a. marginal revenue. b. unit cost. c. contribution per unit. d. break-even point. e. fixed cost margin.

break-even point

Personal selling is an especially important part of IMC in Select one: a. event sponsorships. b. business-to-business markets. c. stealth marketing. d. cause-related marketing. e. web tracking.

business-to-business markets

Which of the following is NOT one of the typical outlets used by retailers? Select one: a. restaurants and hotels b. catalogs c. brick-and-mortar stores d. business-to-business requests for proposals (RFPs) e. the Internet

business-to-business requests for proposals (RFPs)

The United States has often been called the melting pot society, integrating people from many cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture Select one: a. is passed from generation to generation orally or by written guides. b. is an important immediate marketing environment variable. c. can be used as a relevant identifier for a particular target group. d. competes with or complements U.S. traditional culture. e. is socially important.

can be used as a relevant identifier for a particular target group

The United States has often been called the melting pot society, integrating people from many cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture Select one: a. can be used as a relevant identifier for a particular target group. b. is socially important. c. is passed from generation to generation orally or by written guides. d. is an important immediate marketing environment variable. e. competes with or complements U.S. traditional culture.

can be used as a relevant identifier for a particular target group.

Pioneer or breakthrough products Select one: a. must be geographically centered. b. incorporate reverse engineering outputs. c. require the use of concept testing services. d. can change consumer preferences. e. will likely result in late maturity buying.

can change consumer preferences

In a recent Gallup survey, which of the following professions was rated lowest in ethical standards? Select one: a. lawyers b. car salespeople c. real estate agents d. medical doctors e. senators

car salespeople

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 Select one: a. cause-related marketing. b. voluntary premium pricing. c. business/social responsibility. d. the do-gooder syndrome. e. social activist marketing.

cause-related marketing

Which of the following is NOT one of Hofstede's cultural dimensions? Select one: a. time orientation b. masculinity c. certainty assurance d. power distance e. individualism

certainty assurance

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 Select one: a. a failure of CPFR processes. b. sales tactics. c. passive aggressive behavior. d. channel conflict. e. retail strategy tension.

channel conflict

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. Select one: a. JIT b. receiving c. dispatching d. quick response e. checking

checking

When Toyota owners began to report problems with sticking accelerator pedals and non-functioning brakes, Toyota at first ignored or rejected the claims. Eventually, the company evaluated the issue and did a recall. Which of the four steps of the Ethical Decision-Making Framework was Toyota performing when it recalled several of its 2007-2010 models? Select one: a. choose a course of action b. assess risk c. identify issues d. gather information and identify stakeholders e. brainstorm and evaluate alternatives

choose a course of action

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will Select one: a. encapsulate her unique selling proposition. b. allow her to skip the assessment stage at the end of the campaign. c. maximize puffery. d. clarify the specific goals that the advertising is designed to accomplish. e. offer discounts to media as an incentive to carry out her plan.

clarify the specific goals that the advertising is designed to accomplish.

Getting a commitment from the customer to purchase your product is also known as Select one: a. handling reservations. b. wrapping it up. c. preparing for follow-up. d. closing the sale. e. asking for the bacon.

closing the sale

__________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments. Select one: a. Qualified lead calling b. Integrated sales support c. Role reversal selling d. Relationship selling e. Cold calling

cold calling

B2B buying decisions are often made by Select one: a. resellers. b. governors. c. influencers. d. consumers. e. committees.

committees

The basic goal of integrated marketing communications is to Select one: a. outspend competitors. b. communicate the value proposition to the target market. c. manipulate consumers. d. create desire. e. tell the world about your company.

communicate the value proposition to the target market

As part of efforts to stimulate economic development in Africa, the Gates Foundation announced that it would provide cellular phones to farmer cooperatives. The Gates Foundation recognized problems in __________ exist in many African markets. Select one: a. commerce b. transportation c. distribution d. population e. communication

communication

Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations. Select one: a. knowledge b. communication c. seniority d. delivery e. standards

communication

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

communication

Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the __________ gap associated with their service. Select one: a. communication b. empowerment c. standards d. knowledge e. delivery

communication

Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the __________ gap associated with their service. Select one: a. knowledge b. standards c. communication d. delivery e. empowerment

communication

When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a Select one: a. knowledge gap. b. delivery gap. c. standards gap. d. social expectations gap. e. communications gap.

communications gap

In 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. Select one: a. competitive parity b. maximizing profits c. sales oriented d. target return e. target profit

competitive parity

For salespeople, __________ provide(s) a major contact point with customers in the follow-up stage of the selling process and an opportunity to build and improve relationships. Select one: a. complaints b. preapproaches c. trade shows d. cold calls e. telemarketing

complaints

The customer Carlotta is calling on today has a__________ buying center culture. This means that the decision process will involve reaching agreement among all members of the buying center. Select one: a. autocratic b. consultative c. consensus d. republican e. democratic

consensus

Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT Select one: a. retailers. b. manufacturers. c. consumers. d. wholesalers. e. producers.

consumers

For an advertiser, the target audience can be understood as Select one: a. consumers who prefer the competitor's product. b. consumers who do not use the product. c. consumers whom its research designates as its target market. d. consumers who currently use or like the product. e. consumers who are unaware of the product.

consumers whom its research designates as its target market.

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 Select one: a. reference group influence. b. position in the evoked set. c. conversion rate. d. postpurchase dissonance. e. selective perception.

conversion rate

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer. Select one: a. core customer value b. quality level c. associated services d. product support e. augmented products

core customer value

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

corporate blog

Late in the day on September 11, 2001, the day of the World Trade Center attacks, Americans purchased all the American flags Walmart stores had available, nationwide. These purchases were indicative of Select one: a. generational cohort characteristics. b. regional culture. c. country culture. d. the Walmart Effect. e. a red/blue marketing campaign.

country culture

Informative advertising is used to Select one: a. trigger an emotional response. b. convince consumers to take action. c. prompt repurchase of a product. d. create and build brand awareness. e. gather information about consumers.

create and build bran awareness

If McDonald's wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider all of the following ideas EXCEPT Select one: a. offering an expanded menu of healthy options. b. creating an advertising campaign to target elementary school children. c. speeding up drive-through service. d. expanding its low-cost menu options. e. using recycled paper in its food packaging.

creating an advertising campaign to target elementary school children

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

creating awareness and generating interest in a product.

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. Select one: a. reference group b. cognitive c. cultural d. evoked e. situational

cultural

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its Select one: a. family. b. reference group. c. culture.Correct d. cognitive frame. e. evoked set.

culture

________ can be defined as raw numbers or other factual information that, on its own, has limited value. Select one: a. Statistics b. Data c. Marketing research d. Formulas e. Charts and graphs

data

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market. Select one: a. benefits b. geographic c. psychographic d. behavioral e. demographic

demographic

Many of today's college graduates will make their living providing goods and services to baby boomers, the large group of Americans born in the period after World War II. Baby boomers are a _________________ market segment. Select one: a. behavioral b. product-based c. demographic d. social e. psychological

demographic

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

demographic

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. Select one: a. secondary b. delayed c. derived d. modified e. rebuy

derived

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. Select one: a. Financial b. Social c. Retrieval d. Determinant e. Safety/performance

determinant

Bhakti was recently promoted to a sales management position. She had been an effective representative, but her strengths and educational background were in management. She was about to begin her first salesperson recruitment campaign. The most important thing Bhakti can do to ensure that she recruits the right people is to Select one: a. make sure her boss is happy with the number of candidates interviewed. b. check references to determine why the job candidate was leaving his or her current position. c. determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed. d. run a credit check to ensure that the recruit does have any hidden problems. e. make sure the application forms are filled out correctly.

determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed.

During the preapproach stage, a salesperson usually conducts additional research about prospects and Select one: a. offers initial concessions to gain the sale. b. determines which of the customer's buying support team need to be present at the sales presentation. c. decides what role to play during the handling reservations stage. d. assists the prospect through the buying process. e. develops plans for meeting with the customer.

develops plans for meeting with the customer

Marketers with luxury brands use brand extension cautiously to avoid Select one: a. brand licensing fees. b. product line extension limitations. c. exclusive co-branding arrangements. d. private label branding disputes. e. diluting the core brand.

diluting the core brand

Which of the following is the LEAST interactive IMC strategy? Select one: a. direct marketing via catalog b. direct marketing via telemarketing c. online marketing via social media d. mobile marketing e. personal selling

direct marketing via catalog

The break-even point is estimated by Select one: a. dividing fixed costs by contribution per unit. b. multiplying revenue per unit times the quantity sold. c. dividing variable costs by fixed costs. d. dividing fixed contribution per unit by variable costs. e. multiplying fixed costs by contribution per unit.

dividing fixed costs by contribution per unit

Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to Select one: a. use personal selling to augment public relations. b. maximize rating points. c. drive the receiver to action. d. shift encoding into decoding. e. minimize marketing communication expenditures.

drive the receiver to action

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

each receiver decodes IMC messages in his or her own way

Robin recently bought Voice over Internet Protocol (VoIP) phone service. A few of Robin's friends bought VoIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a __________ in this product category. Select one: a. early majority b. laggard c. innovator d. early adopter e. late majority

early adopter

Greenbelt Construction has been a successful small home-building firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company's gross margin. Greenbelt rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Greenbelt is engaged in Select one: a. a traditional transactional orientation. b. effective supply chain management. c. a virtual monopoly. d. value cocreation. e. C2C value-driven marketing.

effective supply chain management

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 Select one: a. radio frequency identification system. b. electronic data interchange system. c. cross-docking exchange. d. vertical conflict reduction system. e. floor-ready bundling system.

electronic data interchange system

The potential benefits of brand extension do NOT include Select one: a. boosting sales of the core brand. b. spending less on creating brand awareness and associations. c. eliminating competition. d. lowering marketing costs. e. allowing the perception of a brand with a quality image to be carried over to the new product.

eliminating competition

The potential benefits of brand extension do NOT include Select one: a. eliminating competition. b. allowing the perception of a brand with a quality image to be carried over to the new product. c. lowering marketing costs. d. spending less on creating brand awareness and associations. e. boosting sales of the core brand.

eliminating competition

_________ means allowing employees to make decisions about how service is provided to customers. Select one: a. Empowerment b. Quality control c. Endorsement d. Standardization e. Authorization

empowerment

During a SWOT analysis, a company should assess the opportunities and uncertainties of the marketplace due to changes in several factors, given the acronym CDSTEP. Which of the following is NOT one of these factors? Select one: a. ethical b. demographic c. cultural d. technological e. political

ethical

The IMC communication process includes all of the following EXCEPT Select one: a. evaluation. b. the sender. c. the receiver. d. the transmitter. e. the communication channel.

evaluation

A ________ is a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer. Select one: a. brand extension b. store brand c. exclusive co-brand d. manufacturer's brand e. national brand

exclusive co-brand

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 Select one: a. prepurchase dissonance. b. habitual decision making. c. extended problem solving. d. limited problem solving. e. low involvement decision making.

extended problem solving

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is Select one: a. the same as the immediate environment. b. internal. c. easier to control. d. external. e. easier to understand.

external

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. Select one: a. encoding b. pre-testing c. feedback d. precoding e. noise

feedback

Merchandise that arrives in the delivery truck ready to be sold is considered Select one: a. lead time synchronized. b. synthesized. c. ahead of the curve. d. quick-response packaged. e. floor-ready.

floor-ready

In the selling process, the saying, "It ain't over till it's over," refers to the __________ stage of the process. Select one: a. sales presentation b. follow-up c. generating and qualifying leads d. closing the sale e. preapproach

follow-up

The __________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality. Select one: a. follow-up b. sales presentation c. preapproach d. closing the sale e. generating and qualifying leads

follow-up

The value of the euro has changed significantly since 2002 with the problems experienced by several European economies. This change in value is called Select one: a. inflation. b. interest destabilization. c. global financial impact. d. foreign currency fluctuations. e. recession.

foreign currency fluctuations

The most common type of contractual vertical marketing system is a Select one: a. licensing arrangement. b. franchise. c. wholesaler. d. joint venture. e. partnership.

franchise

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

frequency and reach

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

frequency and reach

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets. Select one: a. functional and psychological b. functional and social c. psychological and physiological d. postpurchase and prepurchase e. safety and situational

functional and psychological

The office policy and procedure states that any purchase requests that are $3,000 and over must be given to Ms. Reynolds, who will obtain authorization from the Chief Financial Officer. Ms. Reynolds serves as a __________ in the buying center. Select one: a. decider b. user c. initiator d. gatekeeper e. buyer

gatekeeper

Full-line discount, category specialist, and specialty stores are all types of __________ retailers. Select one: a. general merchandise b. special appeal c. limited demand d. price sensitive e. food

general merchandise

Changes in tariffs and quotas are Select one: a. business actions stimulating imports. b. efforts to stimulate choices among government agencies. c. corporate strategies designed to maximize profits. d. a means of slowing outsourcing. e. government actions that reduce competition from international firms.

government actions that reduce competition from international firms.

Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? Select one: a. regulatory issues b. technological advances c. time-poor society d. green marketing e. cultural diversity

green marketing

Strategic efforts to supply consumers with environmentally friendly merchandise are called Select one: a. green marketing. b. reduce, reuse, recycle. c. earth marketing. d. the inconvenient truth. e. the green generation.

green marketing

Strategic efforts to supply consumers with environmentally friendly merchandise are called Select one: a. reduce, reuse, recycle. b. green marketing. c. the inconvenient truth. d. the green generation. e. earth marketing.

green marketing

The Johnson and Johnson Credo Select one: a. proved ineffective when the company needed to act in the Tylenol crisis, which was a clear lesson to other companies to update similar documents. b. was a response to the Tylenol incident. c. offers an extremely detailed description of potential problems for the company. d. has guided the firm since it was written in the 1940s. e. was copied by all other pharmaceutical companies.

has guided the firm since it was written in the 1940s

Innovators are a critical group of new product adopters because they Select one: a. help with test marketing. b. extend the product life cycle. c. help the product gain market acceptance. d. act as reverse engineering consultants. e. are the major source of innovation.

help the product gain market acceptance

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

hits

What type of pricing tactic is being used when several airlines agree to charge the same fare for a single route? Select one: a. Loss leader pricing b. Vertical price fixing c. Horizontal price discrimination d. Vertical price discrimination e. Horizontal price fixing

horizontal price fixing

__________ price fixing occurs when competitors collude to control prices, and __________ price fixing occurs within a marketing channel to control prices passed on to consumers. Select one: a. Strategic; tactical b. Widespread; integrated c. General; specific d. Horizontal; vertical e. Industry; supply chain

horizontal; vertical

__________ price fixing occurs when competitors collude to control prices, and __________ price fixing occurs within a marketing channel to control prices passed on to consumers. Select one: a. Industry; supply chain b. General; specific c. Widespread; integrated d. Strategic; tactical e. Horizontal; vertical

horizontal;vertical

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for handicapped children. The letter writer is critical of a banner displayed at the event, with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. In the Framework for Ethical Decision Making, Hisaoki's company failed to Select one: a. identify issues. b. analyze the needs of the industry. c. brainstorm and evaluate alternatives. d. choose a course of action. e. promote the firm's corporate social responsibility efforts.

identify issues

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the Framework for Ethical Decision Making, the first thing Garrett should do is to Select one: a. identify issues that need to be addressed. b. brainstorm and evaluate alternatives. c. gather information and identify stakeholders. d. promote the firm's corporate social responsibility efforts. e. choose a course of action.

identify issues that need to be addressed

A regional manager at GNC, a chain of retail stores selling nutritional supplements, is reviewing sales data after a recent in-store promotion. The data show success in some stores and limited response in others. The manager will probably next review the company's Select one: a. results for other product lines, to see how important diet products are to the firm. b. analysis of national trends in vitamins and herbal supplements, to help predict future sales. c. financial statements, to investigate current and past profits. d. implementation programs, to see if the promotion was handled consistently in the different stores. e. brand awareness study, to assess national levels of awareness.

implementation programs, to see if the promotion was handled consistently in the different stores.

In a competitive market, perceived value is determined by consumers mostly Select one: a. by trying out different products. b. by weighing primary versus secondary benefits. c. by quantitative analysis of brand personalities. d. in relationship to the value of competitors' offerings. e. through brand association and brand licensing.

in relationship to the value of competitors' offerings

Zan wants to collect considerable information about the current opinions of his ten most important customers. Zan will probably use the __________ research method. Select one: a. primary data mining b. experimental c. social media monitoring d. observation e. in-depth interview

in-depth interview

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. Select one: a. experiments b. primary data mining c. in-depth interviews d. surveys e. observation

in-depth interviews

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. Select one: a. in-depth interviews b. surveys c. observation d. experiments e. primary data mining

in-depth interviews

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 Select one: a. decision rules. b. in-store demonstrations. c. social factors. d. learning. e. advertisements.

in-store demonstrations

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. Select one: a. store atmosphere b. product placement c. in-store demonstrations d. packaging e. in-store promotion

in-store promotion

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 __________." Select one: a. increased customer purchases and positive word of mouth b. a larger service gap c. a smaller empowerment gap d. less instrumental support e. a full refund for the customer

increased customer purchases and positive word of mouth

Effective service recovery efforts can lead to all of the following EXCEPT Select one: a. increased dependence on technology to prevent future service failures. b. increased positive word of mouth. c. increased purchase intentions. d. lower levels of satisfaction than prior to the service failures. e. increased customer satisfaction.

increased dependence on technology to prevent future service failures

By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to a. encourage consumers to participate in product redesign. b. influence social norms regarding sexuality. c. demonstrate social responsibility. d. stimulate supply chain management cooperation. e. increase the perceived value of its products.

increased the perceived value of its products

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

increased use of credit and debit cards and online shopping by consumers

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 ________________ price elasticity demand. Select one: a. cross-price b. elastic c. income effect d. inelastic e. substitution effect

inelastic

When Diana went to college, tuition was $650 per semester. Now that same college charges $6500 per semester. This number reflects a persistent increase in price known as Select one: a. deflation. b. interest. c. currency fluctuation. d. inflation. e. recession

inflation

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. Select one: a. gatekeeper b. buyer c. influencer d. user e. initiator

influencer

Generally speaking, all advertising messages are designed to Select one: a. entertain or apprise. b. match production scheduling with consumer demand. c. meet the needs of society. d. comply with FCC rules combined with FTC antitrust regulations. e. inform, persuade, or remind customers.

inform, persuade, or remind customers

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab. The student body president is the __________ in the buying center. Select one: a. gatekeeper b. decider c. initiator d. buyer e. gateway

initiator

Hospitals, schools, and religious organizations are examples of __________ buyers. Select one: a. retail b. factory agent c. reseller d. manufacturing e. institutional

institutional

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information. Select one: a. internal and external b. ritual and spiritual c. psychological and functional d. compensatory and noncompensatory e. interpersonal and sensual

internal and external

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 Select one: a. is measured against the competition. b. is consistent with a competitive target return strategy. c. challenges consumers to discard their perceptions of value. d. is supported by consistent advertising and distribution strategies. e. leads the marketer to being the low-cost seller.

is supported by consistent advertising and distribution strategies

Compared to mass media advertising, a key advantage of direct marketing is that Select one: a. it reaches a larger audience. b. it involves face-to-face contact. c. it allows for personalization of the message. d. it uses the rule-of-thumb budgeting method. e. it is used almost exclusively for B2B marketing.

it allows for personalization of the message

Which of the following is true about quantitative research? Select one: a. It is always conducted using primary data collection. b. It includes focus group interviews. c. It offers conclusions that are always correct. d. It revises the research objective based on data mining. e. It confirms insights and provides a basis for taking a course of action.

it confirms insights and provides a basis for taking a course of action

Students of marketing often overlook or underestimate the importance of place in the marketing mix simply because Select one: a. it conflicts with promotion. b. it happens behind the scenes. c. it occurs after making pricing decisions. d. the product itself is so much more important. e. no one is directly in charge of place decisions.

it happens behind the scenes

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

it is costly to maintain many product lines, and it might weaken the brand's meaning

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

it is costly to maintain many product lines, and it might weaken the brand's meaning.

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

it is easier to lose customers with a price increase than to gain customers with a price decrease

When firms pool their resources to enter a new market, they create a Select one: a. export promotion. b. franchise. c. strategic alliance. d. direct investment. e. joint venture.

joint venture

China, like many other countries, usually requires entering firms to create _________ when expanding into their markets, limiting outsiders' control of businesses. Select one: a. joint ventures b. strategic alliances c. franchises d. direct investments e. export promotions

joint ventures

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. Select one: a. knowledge b. delivery c. communication d. standards e. seniority

knowledge

When John began helping his favorite uncle Burton with his finances, he discovered his uncle was still renting a rotary-dial telephone from the phone company. Uncle Burton had paid thousands of dollars in rental fees over the previous forty years. Uncle Burton is a __________ in the diffusion of innovation process for telephones. Select one: a. late majority b. early adopter c. innovator d. early majority e. laggard

laggard

When considering the use of a radio commercial in England that was designed for U.S. markets, a marketer would likely need to consider which of the following aspects of culture that might be different between the two countries? Select one: a. dress b. demographics c. symbols d. language e. social trends

language

Typical demographic data include all of the following EXCEPT Select one: a. gender. b. education. c. language differences. d. income. e. race.

language differences

Today, __________ dominate supply chains. Select one: a. large retailers b. manufacturers c. distributors d. government agencies e. wholesalers

large retailers

When Ben evaluated the commercial infrastructure in Mauritius, he considered the island's Select one: a. climate and culture. b. retailing capabilities. c. legal, banking, and regulatory systems. d. per capita income estimates. e. population control measures.

legal, banking, and regulatory systems

When Ben evaluated the commercial infrastructure in Mauritius, he considered the island's Select one: a. climate and culture. b. retailing capabilities. c. population control measures. d. legal, banking, and regulatory systems. e. per capita income estimates.

legal, banking, and regulatory systems

________ power is based on getting a channel member to behave in a certain way because of a contractual agreement. Select one: a. Reward b. Coercive c. Expertise d. Referent e. Legitimate

legitimate

A __________ brand is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee. Select one: a. licensed b. franchise c. joint venture d. common use e. shared

licensed

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu? Select one: a. a premium brand b. a copycat brand c. a line extension d. a multi-brand e. a brand extension

line extension

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 Select one: a. provide a fair solution. b. resolve the problem quickly. c. contact a supervisor. d. estimate the damage. e. listen to the customer

listen to the customer

Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by Select one: a. using the same selling process for all customers. b. monitoring and mimicking the closing process used by their sales managers. c. keeping accurate records regarding how long it took to close sales in the past. d. asking sales personnel to estimate the average time before customers are ready to close. e. listening to customers and paying attention to their body language.

listening to customers and paying attention to their body language.

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy? Select one: a. Operational excellence b. Purchase excellence c. Product excellence d. Customer excellence e. Locational excellence

locational excellence

For marketers, one of the benefits of having achieved brand loyalty is Select one: a. few worries about copyright infringement. b. recognition through industry awards. c. increased price sensitivity among loyal customers. d. greater concern about competitors' actions. e. lower marketing costs associated with reaching loyal customers

lower marketing costs associated with reaching loyal customers

Because Americans are working longer hours without increases in real, disposable income, and are using an army of communication devices to keep up with the demands in their personal and work lives, retailers are Select one: a. focusing only on those demographic cohorts that have time to relax. b. making their products available whenever and wherever consumers want them. c. increasing their budgets for traditional advertising outlets like television and radio. d. de-emphasizing U.S. sales and expanding globally. e. outsourcing marketing communications to global production facilities.

making their products available whenever and wherever consumers want them

The __________ is a specific price at which manufacturers encourage retailers to sell a product. Select one: a. manufacturer's suggested retail price b. retail margin c. perceived value d. slotting fee e. key price point

manufacturer's suggested retail price

Because advertising is the most visible form of marketing, Select one: a. it is the most important part of a marketing mix. b. it is the largest source of employment opportunities for marketing graduates. c. many people think of marketing and advertising as synonymous. d. marketing budgets always emphasize advertising over other forms of communication. e. everyone prefers to be in advertising.

many people think of marketing and advertising as synonymous.

Quitman Enterprises sells its business language dictionary to college students throughout the United States. Joseph Quitman, the owner, wants to start selling the book to international students abroad. Quitman wants to pursue a __________________ growth strategy. Select one: a. product development b. market development c. market penetration d. product proliferation e. diversification

market development

Eric is a sales rep for an established building materials manufacturer. Business is good, but he is concerned that the company has spent little on new product development and has not created a new product in over five years. Without new products, Eric can only market to his current customers or Select one: a. diversify. b. focus on concept testing. c. expand his early adopter market segment. d. market the same products to similar customers. e. intensify his prototyping.

market the same products to similar customers

Deceptive advertising and promotion of inferior products are examples of __________ ethical issues. Select one: a. finance b. accounting c. marketing d. economic e. social

marketing

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of Select one: a. internal, controllable marketing issues. b. ethical issues but not marketing issues. c. marketing issues but not ethical issues. d. marketing ethical issues. e. issues that don't even need to be discussed in ethical firms.

marketing ethical issues

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of Select one: a. marketing ethical issues. b. marketing issues but not ethical issues. c. internal, controllable marketing issues. d. ethical issues but not marketing issues. e. issues that don't even need to be discussed in ethical firms.

marketing ethical issues

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of Select one: a. marketing ethical issues. b. ethical issues but not marketing issues. c. issues that don't even need to be discussed in ethical firms. d. marketing issues but not ethical issues. e. internal, controllable marketing issues.

marketing ethical issues

When selecting a target market, firms will be most successful if they Select one: a. decide between demographic and geographic segmentation methods. b. match the firm's competencies with a market segment's attractiveness. c. reposition the brand. d. develop a strong communication plan. e. seek out opportunities to customize products.

match the firm's competencies with a market segment's attractiveness

The execution style of an advertising message must Select one: a. cover new creative ground to be effective. b. correspond with globally accepted norms. c. selectively pull retailers into the marketing channel. d. match the medium and the objectives. e. include a minimum of puffery and maximum media buy.

match the medium and the objectives

The execution style of an advertising message must Select one: a. include a minimum of puffery and maximum media buy. b. match the medium and the objectives. c. selectively pull retailers into the marketing channel. d. cover new creative ground to be effective. e. correspond with globally accepted norms.

match the medium and the objectives

Economic measures like GDP and GNI do not fully account for a country's economic health because they only measure Select one: a. global expectations. b. poverty potential. c. purchasing power parity. d. international trade. e. material output.

material output

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

may limit exposure if ad is very successful

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. Select one: a. monitoring and evaluation plan decision b. media buy c. media mix choice d. publicity plan e. media flight plan decision

media buy

The __________ is the combination of media used and the frequency of advertising in each medium. Select one: a. communications tactical plan b. media buy c. communications operational plan d. media plan e. media mix

media mix

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? Select one: a. thought sharing b. media sharing c. microblogging d. social networking e. social bookmarking

media sharing

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

media sharing

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

micromarketing

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

micromarketing

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? Select one: a. personal selling b. social marketing c. mobile marketing d. sales promotions e. advertising

mobile marketing

A ________ is a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer. Select one: a. exclusive co-brand b. national brand c. store brand d. manufacturer's brand e. brand extension

national brand

Both the B2B and B2C buying processes begin with Select one: a. order specification. b. need recognition. c. postpurchase dissonance. d. alternative evaluation. e. central planning.

need recognition

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 Select one: a. no brand associations. b. unspent brand loyalty. c. negative brand equity. d. private label impact. e. brand dilution.

negative brand equity

When comparing the various communication channels available to marketing professionals, it becomes apparent that Select one: a. personal selling is the most expensive but the least successful. b. online marketing is taking the place of advertising and public relations. c. consumers prefer advertising over other channels. d. public relations is the least expensive but the most successful. e. no single channel is better than another channel.

no single channel is better than another channel

Each time an employee at an audio store makes a sale of $500 or more, the department manager awards a chocolate gold coin in recognition of the employee's accomplishment. This reward is known as a Select one: a. nonfinancial reward. b. bonus. c. financial reward. d. commission. e. salary increase.

nonfinancial reward

Even if they succeed, new-to-the-world products are Select one: a. not subject to the law of first movers. b. not adopted by everyone at the same time. c. sometimes copycat brands. d. not always profitable. e. typically very short-lived.

not adopted by everyone at the same time

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 Select one: a. observation. b. door-to-door surveys. c. census data. d. focus group interviews. e. sales invoices.

observation

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? Select one: a. observation b. experiment c. focus group d. neuromarketing e. panel

observation

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)? Select one: a. geographic segmentation b. lifestyle segmentation c. loyalty segmentation d. occasion segmentation e. benefit segmentation

occasion segmentation

__________ 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. Select one: a. Drugstores b. Department stores c. Specialty stores d. Off-price retailers e. Category specialists

off-price retailers

Franco, a former retailer, has been living in the United States for five years and wants to start a business. He does not have an existing firm or a product, and he doesn't have a lot of capital, but since he loves McDonald's food, he decides to Select one: a. form a strategic alliance with McDonald's. b. form a joint venture with McDonald's. c. export McDonald's products to other countries. d. open a McDonald's franchise. e. directly invest in McDonald's.

open a McDonald's franchise

Firms achieve ___________ through efficient procedures and excellent supply chain management. Select one: a. locational excellence b. value-based pricing c. customer excellence d. customer loyalty e. operational excellence

operational excellence

For new product marketers, early adopters are important because they tend to be Select one: a. the first to adopt a new product. b. few in number. c. alpha testing enthusiasts. d. fond of prototypes. e. opinion leaders.

opinion leaders

Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's Select one: a. product specifications. b. sales history. c. strengths and weaknesses. d. opportunities and threats. e. pension plan.

opportunities and threats

Miles worked selling products to industrial users and spent most of his time working on customers' new buy and modified new buy situations. Miles was primarily a Select one: a. order getter. b. order taker. c. sales support rep. d. prospector. e. new business specialist.

order getter

A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a Select one: a. order taker. b. sales team. c. sales manager. d. order getter. e. sales support rep.

order taker

When Pat was talking with his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Pat explained that once her people were trained on it, it would require less time to process orders and therefore save her money in payroll. Which part of the sales presentation is demonstrated in this example? Select one: a. the preapproach b. generating and qualifying leads c. the presentation d. overcoming reservations e. follow-up

overcoming reservations

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because Select one: a. people already know what the brand means. b. brand equity can only be obtained by means of product line depth. c. brands protect corporate copyrights. d. well-known brands are less likely to introduce brand extensions. e. consumer loyalty can be bought for less now compared to the past.

people already know what the brand means

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. Select one: a. universal set of camera options b. prepurchase dissonance factor c. locus of control for this decision d. perceived benefit versus perceived cost of search e. determinant attribute for this decision

perceived benefit versus perceived cost of search

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. Select one: a. generic positioning b. brand extension c. perceived value d. brand loyalty e. brand awareness

perceived value

Delta Airlines is among the companies experimenting with selling products and services on its Facebook pages. The idea is to make purchasing even easier for customers who may spend large portions of the day with Facebook active on their computers or mobile devices. There is no need even to navigate to Delta's website--users can book a trip in Delta's Ticket Agent application without ever leaving Facebook. Which element of the marketing mix does this represent? Select one: a. promotion and value communication b. price and value capture c. place and value delivery d. positioning and value promotion e. product and value creatione

place and value delivery

Gross national income equals GDP Select one: a. plus the net investment income earned from abroad. b. plus government spending on international trade. c. plus gross domestic international investment. d. minus purchasing power parity. e. minus net consumer spending.

plus the net investment income earned from abroad.

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ________ environment of business. Select one: a. communication b. social c. technological d. Constitutional e. political/regulatory

political/regulatory

A former advertising campaign for GEICO Insurance used the slogan, "So easy, even a caveman could do it" to emphasize the ease of buying insurance on GEICO's website. This campaign was part of GEICO's Select one: a. positioning strategy. b. market segmentation plan. c. mission statement. d. product strategy. e. customer excellence strategy.

positioning strategy

Imagine that you are in a convenience store choosing your favorite comfort food instead of being in a classroom taking this test. You might notice the packaging, colors, labels, even the fonts used on labels. All of these efforts are part of the marketer's Select one: a. value-based promotions. b. customer excellence strategy. c. target market. d. market segmentation. e. positioning strategy.

positioning strategy

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 Select one: a. cognitive bias. b. physiological risk. c. postpurchase cognitive dissonance. d. psychological risk. e. need recognition.

postpurchase cognitive dissonance

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 Select one: a. postpurchase cognitive dissonance. b. need recognition. c. cognitive bias. d. physiological risk. e. psychological risk.

postpurchase cognitive dissonance

Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ___________ stage of the selling process. Select one: a. preapproach b. closing the sale c. qualify leads d. follow-up e. sales presentation

preapproach

The __________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads. Select one: a. qualify leads b. sales presentation c. follow-up d. closing the sale e. preapproach

preapproach

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. Select one: a. rebates b. deals c. sweepstakes d. premiums e. samples

premiums

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about Select one: a. secondary data retrieval systems. b. preserving their right to privacy. c. their ability to get credit cards. d. exploitation by foreign marketers. e. the unstructured nature of market research.

preserving their right to privacy

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. Select one: a. warehoused b. secondary c. primary d. syndicated e. mined

primary

When a research team has gathered data for specific research needs, this is known as Select one: a. data recovery. b. primary data. c. secondary data. d. data mining. e. data modeling.

primary data

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? Select one: a. premium brand b. manufacturer brand c. national brand d. private-label brand e. counterfeit brand

private-label brand

3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a __________ growth strategy. Select one: a. diversification b. market penetration c. market development d. product penetration e. product development

product development

Marketers who design and offer new products and services to their existing customers are pursuing a ____________________ growth strategy. Select one: a. market penetration b. diversification c. market development d. product development e. product proliferation

product development

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. Select one: a. product line b. line extension c. brand extension d. product mix e. product mix breadth

product line

In most companies, portfolio management is typically done at the SBU or ___________ level of the firm. Select one: a. accounting b. customer care c. sales representative d. product line e. corporate

product line

Linkedin is mainly used for ________ in the B2B marketplace. Select one: a. vendor evaluation b. communication with customers c. professional networking d. requests for proposals e. competitive analysis

professional networking

The Ethical Decision-Making Framework includes all of the following steps EXCEPT Select one: a. brainstorm and evaluate alternatives. b. promote the firm's corporate social responsibility efforts. c. choose a course of action. d. gather information and identify stakeholders. e. identify issues.

promote the firm's corporate social responsibility efforts.

The Ethical Decision-Making Framework includes all of the following steps EXCEPT Select one: a. identify issues. b. choose a course of action. c. gather information and identify stakeholders. d. promote the firm's corporate social responsibility efforts. e. brainstorm and evaluate alternatives.

promote the firm's corporate social responsibility efforts.

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 Select one: a. providing the right quantities. b. providing products at the right time. c. minimizing system-wide costs. d. satisfying the service levels supply chain participants expect. e. providing products at the right locations.

providing products at the right time

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 Select one: a. providing the right quantities. b. satisfying the service levels supply chain participants expect. c. providing products at the right locations. d. providing products at the right time. e. minimizing system-wide costs.

providing products at the right time

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation. Select one: a. self-concept b. behavioral c. geographic d. psychographic e. benefit

psychographic

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. Select one: a. vendor-managed b. pull c. push d. manufacturer-managed e. consignment

pull

The Big Mac Index is a novel measure of Select one: a. economic growth. b. GDP. c. per capita GNI. d. purchasing power parity. e. international trade surplus.

purchasing power parity

Alicia has been asked to approve a marketing campaign that, although it is not illegal, promotes food products to children. She is concerned that the food products are not particularly nutritious, although they are not as bad for children as some others sold by competitors. She reviews the tests in the Ethical Decision-Making Metric, and she decides her best course of action is to Select one: a. not worry about the children; their parents are likely to make the buying decision, and they should be able to decide for themselves. b. consult the firm's code of ethics for guidance and leave personal ethical considerations out of the decision-making process. c. consider the profit potential first; then explore the vague tests in the metric. d. put the campaign on hold while she explores with the staff how they approached the ethical issues. e. ignore the metric as unworkable, since the campaign might pass some of the tests and fail others.

put the campaign on hold while she explores with the staff how they approached the ethical issues.

A product that is in a high-growth market but has a low market share would be classified as ________ on the BCG matrix. Select one: a. dog b. cash cow c. latent d. question mark e. star

question mark

A product that is in a high-growth market but has a low market share would be classified as ________ on the BCG matrix. Select one: a. question mark b. star c. dog d. cash cow e. latent

question mark

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

quickly build sales and market share

Historically, prices were Select one: a. analyzed and changed constantly. b. allowed to vary seasonally as cross-shopping tendencies fluctuated. c. calculated to minimize contribution per unit. d. the center of attention in almost all marketing strategies. e. rarely changed except in response to radical shifts in market conditions

rarely changed except in response to radical shifts in market conditions

How does an advertiser calculate the GRP? Select one: a. current sales plus new sales b. sales minus advertising costs c. reach times range d. reach minus frequency e. reach times frequency

reach times frequency

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

reachable

Another name for brand repositioning is Select one: a. brand scaling. b. perception tracking. c. change management. d. strategic brand alteration. e. rebranding.

rebranding

Another name for brand repositioning is Select one: a. strategic brand alteration. b. brand scaling. c. rebranding. d. change management. e. perception tracking.

rebranding

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can Select one: a. effectively eliminate the need for a dispatcher. b. replace independent supply chains with corporate supply chains. c. reduce inventories needed to satisfy retailers' demand. d. organize cooperative agreements among competing manufacturers to reduce oversupply. e. use exclusive geographic territories to centralize production.

reduce inventories needed to satisfy retailers' demand

The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely Select one: a. create a demand for a new generational cohort. b. decrease national cultural identity. c. make it more difficult for companies to differentiate their products. d. reduce regional cultural differences. e. make it difficult to collect demographic information.

reduce regional cultural differences

The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely Select one: a. reduce regional cultural differences. b. create a demand for a new generational cohort. c. decrease national cultural identity. d. make it difficult to collect demographic information. e. make it more difficult for companies to differentiate their products.

reduce regional cultural differences

Many firms with complex products have missionary salespeople who assist customers with problems and implementation programs. These salespeople rarely sell products but often become involved in and knowledgeable about specific customers' needs and wants. These salespeople focus on __________ orientation with their customers. Select one: a. transactional b. external c. relational d. internal e. divisional

relational

After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps, Monique now has to make _____________ decisions. Select one: a. market growth b. competitive response c. resource allocation d. mission statement e. product line

resource allocation

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 Select one: a. respondents are reluctant to answer because the information is sensitive. b. respondents cannot easily or accurately answer. c. asks two questions at once. d. leads respondents to a particular response. e. is complex and something respondents may be unfamiliar with.

respondents cannot easily or accurately answer

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. Select one: a. assurance b. empathy c. responsiveness d. tangibles e. reliability

responsiveness

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. Select one: a. responsiveness b. assurance c. reliability d. tangibles e. empathy

responsiveness

Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood. Select one: a. consumer goods manufacturers b. Internet marketers c. retailers d. cable TV networks e. wholesalers

retailers

Private-label brands are developed and managed by Select one: a. retailers. b. manufacturers. c. manufacturer's reps. d. wholesalers. e. supply chain specialists.

retailers

From a marketing perspective, what role is played by professional bloggers? Select one: a. introducing new products to the marketplace b. recruiting employees c. engaging customers on behalf of companies d. sharing videos and photos of products e. reviewing and giving product recommendations

reviewing and giving product recommendations

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? Select one: a. information b. reward c. coercive d. referent e. expertise

reward

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? Select one: a. referent b. information c. expertise d. reward e. coercive

reward

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? Select one: a. sender-receiver b. track and decode c. objective-and-task d. reach and frequency e. rule-of-thumb

rule-of-thumb

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's hierarchy of needs? Select one: a. esteem b. physiological c. self-actualization d. love e. safety

safety

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. Select one: a. maximizing profits b. sales orientation c. status quo d. target profit e. target return

sales orientation

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. Select one: a. sales promotion; advertising b. corporate blogs; public relations c. advertising; personal selling d. public relations; institutional advertising e. advertising; public relations

sales promotion; advertising

Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their standard menu. These daily specials primarily provide the new product benefit of Select one: a. creating diversification and reducing risk. b. reduction in cost of ingredients. c. avoiding market saturation from products that have been on the market for a long time. d. keeping up in a market where sales come mostly from new products. e. satisfying the changing needs of current and new customers.

satisfying the changing needs of current and new customers

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? Select one: a. safety b. physiological c. esteem d. self-actualization e. love

self-actualization

Stores like Home Depot and Costco act as wholesalers when they Select one: a. sell products for distributors. b. sell to contractors or restaurant owners. c. sell directly to consumers. d. compete with each other. e. take delivery in whole-lot quantities.

sell to contractors or restaurant owners

Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment. After reviewing the order information, Frieda will Select one: a. send an acknowledgement that the order has been received. b. submit a competitive bid. c. rewrite her firm's proposal. d. proceed to vendor analysis. e. evaluate performance.

send an acknowledgement that the order has been received.

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

services an aging population will increase their demand for

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

set goals

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

sharers

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

sharers

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 Select one: a. price match multiple competitors. b. shop via catalog. c. start browsing the Internet. d. shop in traditional retail stores. e. use M-commerce.

shop in traditional retail stores

When testing new products, most firms consider the question of whether testing products on animals Select one: a. should be done with animal activists present. b. should be done outside of the United States to avoid consumer backlash. c. should be done when the new product does not contribute to the health and well-being of human users. d. should always be done in the animal's natural environment. e. should be done only by companies large enough to be ethically responsible.

should be done when the new product does not contribute to the health and well-being of human users.

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. Select one: a. introductory b. slotting allowance c. cost-based d. skimming e. market penetration

skimming

Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does this represent? Select one: a. situational b. motives c. psychological d. perception e. social

social

Some websites allow consumers to shop while getting opinions from online friends. Which of the influences on the consumer buying process does this represent? Select one: a. social b. psychological c. perception d. motives e. situational

social

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 Select one: a. search engine marketing associate. b. blogger. c. community manager. d. social media strategist. e. online customer service representative.

social media strategist

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as Select one: a. social reach. b. target audience. c. influence. d. the extended network. e. information flow.

social reach

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? Select one: a. social reach b. influence c. information flow d. target audience impact e. extended network presence

social reach

Which of the following is most likely to be characterized by pure competition in the United States? Select one: a. computer operating systems b. soft drinks c. soybeans d. fast food restaurants e. cereal

soybeans

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 Select one: a. specialty stores. b. extreme value retailers. c. category specialist stores. d. convenience stores. e. department stores.

specialty stores

Regardless of the objective of an advertising campaign, each campaign's objectives must be Select one: a. either informative or persuasive but not both. b. specific and measurable. c. sincere and emotional. d. consistent with those of the available media. e. designed for use in both a pull and a push strategy.

specific and measurable

Marketing enriches society by a. recognizing that the firm can do very little by itself, so it should stay focused on its own core competencies. b. coordinating marketing functions with other functional areas in the company. c. focusing solely on maximizing profits. d. facilitating the smooth flow of goods through the supply chain. e. sponsoring charitable events.

sponsoring charitable events

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a Select one: a. anchor. b. star. c. cash cow. d. question mark. e. dog.

star

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 Select one: a. stockpiled inventory, adding to the cost of providing auto parts. b. canceled orders and shifted the business to competitors. c. increased promotional outlays to overcome customer dissatisfaction. d. used exclusive geographic territories to reduce supply chain inefficiencies. e. returned to traditional distribution center logistics.

stockpiled inventory, adding to the cost of providing auto parts

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. Select one: a. extended habitual b. store atmosphere c. postpurchase dissonance d. interpersonal e. social

store atmosphere

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. Select one: a. postpurchase dissonance b. store atmosphere c. extended habitual d. social e. interpersonal

store atmosphere

A __________ occurs when the purchasing agent orders additional units of products that have previously been purchased. Select one: a. straight rebuyCorrect b. modified rebuy c. generic buy d. adapted buy e. new buy

straight rebuy

For B2B salespeople, usually the easiest sale is aNo __________ situation. Select one: a. new buy b. generic buy c. adapted buy d. straight rebuy e. modified rebuy

straight rebuy

In established businesses, a large proportion of B2B purchases fall into the __________ category. Select one: a. modified rebuy b. adapted buy c. generic buy d. straight rebuy e. new buy

straight rebuy

Yvonne uses her customer relationship management (CRM) system to predict when her business customers will need more of her company's packaging materials. When she thinks a customer should be ready to make another order, she contacts it. Yvonne is using CRM to encourage customers to engage in aNo Select one: a. generic buy. b. modified rebuy. c. straight rebuy. d. new buy. e. adapted buy.

straight rebuy

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' Select one: a. CFPR. b. corporate vertical marketing system. c. supply chain. d. distribution center. e. voluntary chain.

supply chain

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a ________ that allows them to survive. Select one: a. SWOT analysis b. set of performance metrics c. sustainable competitive advantage d. plan to evaluate results e. advertising campaign

sustainable competitive advantage

Nordstrom's, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service has probably resulted in Select one: a. a sustainable competitive advantage. b. product design excellence. c. mission statement satisfaction. d. producer excellence. e. sustainable price decreases.

sustainable competitive advantage

SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen are examples of companies that provide Select one: a. internal secondary data. b. primary data. c. website analytics. d. online survey software. e. syndicated data.

syndicated data

For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25-50-year-old, educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary Select one: a. positioning. b. sustainable competitive advantage. c. demographic segment. d. target market segment. e. SBU.

target market segment

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

technology

If your company hired you to make sales calls via the telephone, your company hired you to do Select one: a. test marketing. b. target marketing. c. team selling. d. trade shows. e. telemarketing.

telemarketing

In questionnaire design, a question such as, "Do you like Wendy's hamburgers and fries?" suffers from the problem of a question Select one: a. respondents cannot easily or accurately answer. b. that asks two questions at once. c. that respondents are reluctant to answer because the information is sensitive. d. that is complex and something respondents may be unfamiliar with. e. that steers respondents to a particular response.

that asks two questions at once

When auditing expenses claimed by the university president, the auditors found extravagant spending on $1,000 per night hotels, banquets, and gourmet restaurants. The president was fired, alumni donations declined, and staff members—who were disturbed by the extravagance while staff salaries were frozen—quit their jobs. This example illustrates Select one: a. the need to identify issues. b. that universities are more corrupt than companies. c. that the extravagant spending should have been kept quiet to minimize damage to the university. d. that the impact of unethical actions can affect the organization in unanticipated ways. e. the lack of information needed to make ethical decisions.

that the impact of unethical actions can affect the organization in unanticipated ways.

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 Select one: a. the Better Business Bureau's Children's Advertising Review Unit guidelines. b. the provisions of the Children's Television Act of 1990. c. the Food and Drug Administration guidelines. d. the federal GAO regulations on advertising. e. the complete FCC regulations.

the Better Business Bureau's Children's Advertising Review Unit guidelines.

Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and Select one: a. the ability to buy them. b. a thorough knowledge of his brand messages. c. the ability to negotiate discounts. d. knowledge of competing products. e. are removed from traditional marketing alternatives.

the ability to buy them

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

the amount of merchandise that can be carried in a physical store.

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 Select one: a. gross rating points. b. frequency. c. the click-through rate. d. impressions. e. reach.

the click-through rate

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 Select one: a. reach. b. gross rating points. c. impressions. d. the click-through rate. e. frequency.

the click-through rate

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

the economic and social trends in India toward small cars.

Where does retailing fall in the supply chain? Select one: a. second b. no where c. the end d. the center e. first

the end

Though Asian Americans comprise only 6 percent of the U.S. population, they represent Select one: a. a uniform group of consumers with a common language and cultural background. b. a large proportion of the minorities in the Midwest. c. the easiest minority group to access. d. the fastest growing minority population. e. all of these

the fastest growing minority population

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. Select one: a. the substitution effect b. the target return effect c. cross-price elasticity d. the income effect e. the price inelasticity coefficient

the income effect

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. Select one: a. the target return effect b. the income effect c. cross-price elasticity d. the price inelasticity coefficient e. the substitution effect

the income effect

Retailers can gain valuable knowledge about their customers from the transaction process and from Select one: a. the insights of store personnel. b. multichannel flow process. c. end-of-aisle positioning studies. d. store brand/private label brand ratios. e. trade industry profiles.

the insights of store personnel

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 Select one: a. subliminal advertising. b. product underwhelm. c. rejection of advertising. d. the lagged effect. e. IMC strategy.

the laggard effect

In Arthur Miller's play, Death of a Salesman, Willie Loman portrays Select one: a. the lifestyle and success of people in sales. b. the ruthlessness of a pushy salesman. c. the value salespeople provide to consumers. d. a leading example of an ethical salesman. e. the loneliness of a traveling salesman.

the loneliness of a traveling salesman

Reaching the right audience with marketing communications is becoming more difficult because Select one: a. the media environment has become more complicated. b. the AIDA model no longer represents how marketing communication works. c. government regulations are constraining free speech. d. personal selling is becoming less expensive, making it more competitive with advertising. e. consumers are bored.

the media environment has become more complicated

The more substitutes that exist in a market, Select one: a. the more likely the market will be characterized as an oligopoly. b. the easier it will be to utilize a target profit pricing strategy. c. the more sensitive consumers will be to changes in the price of a particular product. d. the greater the income elasticity for each product. e. the lower the price elasticity for each product.

the more sensitive consumers will be to changes in the price of a particular product.

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

the number of competitors, entry barriers, and product substitutes

The right communication channel to use in IMC is Select one: a. the one that maximizes decoding difficulty. b. the traditional channel used in that particular retail sector. c. the one with the best encoding capabilities. d. network advertising, local newspapers, and regional radio stations. e. the one that will connect to the desired recipients.

the one that will connect to the desired recipients

Just as marketers create value by meeting the needs and wants of consumers, market researchers create value if Select one: a. the research is finished quickly. b. all participants like the research design. c. the research is expensive. d. the results will be used in making management decisions. e. the research does not cost too much.

the results will be used in making management decisions

One problem in relying on price elasticity and demand curves when setting prices is that Select one: 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. marketing split from economics over the ideas of demand and elasticity. d. competitors can construct the same demand curves, so there is no advantage in using them. e. only economists can properly analyze demand curves and set prices using this tool.

the way a product or service is marketed can have a profound impact on price elasticity.

In an administered vertical marketing system, Select one: a. independent firms join together formally to decide as a group how the marketing channel will operate. b. 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. transaction selling is the norm, with the invisible hand guiding the overall functioning. d. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives. e. no individual participant has control over the others, since a third party administrator oversees the entire supply chain.

there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.

Services marketing managers have learned that more employees will support a quality-oriented process if Select one: a. the process involves both part-time and full-time employees. b. they are required to diverge from existing standards. c. customers are responsible for setting service quality standards. d. perishable services are replaced with tangible services. e. they are involved in setting the goals.

they are involved in setting the goals

Services marketing managers have learned that more employees will support a quality-oriented process if Select one: a. they are involved in setting the goals. b. customers are responsible for setting service quality standards. c. perishable services are replaced with tangible services. d. the process involves both part-time and full-time employees. e. they are required to diverge from existing standards.

they are involved in setting the goals

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 Select one: a. their high cost can be justified by the results. b. they have been collected for just the purpose Joe is using it for. c. they can be quickly accessed at a relatively low cost. d. they are historical data that can be used to accurately predict future trends. e. they are new and can be used to project overall demand.

they can be quickly accessed at a relatively low cost

The key factor distinguishing retailers from other members of the supply chain is that Select one: a. they rarely engage in personal selling. b. they use marketing to reach consumers. c. they sell to consumers, businesses, and government. d. they use advertising to generate demand. e. they sell to customers for their personal use.

they sell to customers for their personal use

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

they were not involved in setting the goals

When an office supply store offers self-checkout, extended hours at its stores, and online shopping with next-day delivery, it is trying to address what social trend? Select one: a. time-poor society b. tech savvy c. greener consumption d. health and wellness e. privacy concerns

time-poor society

Many product-dominant firms use quality service Select one: a. as a way to increase the perishability of their products. b. to install a voice of the customer program. c. as a way to minimize the cost of production. d. to maintain a sustainable competitive advantage. e. to support a standards gap.

to maintain a sustainable competitive advantage

When a manufacturer launches a new product, it may offer __________ to wholesalers and retailers, including introductory price promotions, special events, and personal selling. Select one: a. trade discounts b. trade budgets c. trade promotions d. trade shows e. trade-in allowances

trade discounts

By a margin of seven to one in a survey of sales and marketing executives, respondents believed that Select one: a. training and supervision are most important determinants of selling success. b. salespeople are born, not made. c. straight commission is the best compensation package. d. personality and optimism are more important than self-reliance and empathy. e. personal traits are not relevant to selling ability.

training and supervision are most important determinants of selling success

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

transporting pallets of Daisy brand dairy products

Zappos.com, an online shoe store, worked to overcome the problem of new product __________ with its easy, no-hassle return procedure. Select one: a. complexity b. trialability c. observability d. relative advantage e. compatibility

trialability

Microsoft's Windows operating system continues to dominate the market, even though it has been around for over twenty years. Windows will likely remain in the maturity stage of the product life cycle Select one: a. until it rules the world. b. as long as the company doesn't change it. c. indefinitely. d. unless Microsoft repositions Windows as an introductory stage product. e. until a superior product comes along to replace it.

until a superior product comes along to replace it

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. Select one: a. deciders b. gatekeepers c. influencers d. initiators e. users

users

The Johnson and Johnson Credo acknowledges the company's responsibility to Select one: a. users of its products, the researchers who develop the products, regulators, and its stockholders. b. users of its products, its employees, the community, and its stockholders. c. domestic markets, other countries in the developed world, and finally countries in the developing world. d. doctors, nurses, insurance companies, and users of its products. e. its stockholders first, its managers, its employees, and its suppliers and vendors.

users of its products, its employees, the community, and its stockholders.

Since the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many American consumers' concept of Select one: a. green marketing. b. culture. c. demographics. d. value. e. scenario planning.

value

Labor, materials, and energy are typically __________ costs. Select one: a. variable b. prestige c. inelastic d. fixed e. incidental

variable

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__________ program to improve service quality and service offerings. Select one: a. quality gap analysis b. empowerment c. voice-of-customer d. standards analysis e. zone of tolerance

voice-of-customer

Like any effective salesperson, Frazer walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will immediately try to create interest in his company's product and establish Select one: a. which type of follow-up will be needed. b. where the customer is in the buying process. c. whether to quote a full price or discount price. d. which of the alternative products to demonstrate. e. how much time has been allocated for the presentation.

where the customer is in the buying process

Like any effective salesperson, Frazer walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will immediately try to create interest in his company's product and establish Select one: a. which of the alternative products to demonstrate. b. whether to quote a full price or discount price. c. where the customer is in the buying process. d. which type of follow-up will be needed. e. how much time has been allocated for the presentation.

where the customer is in the buying process.

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following EXCEPT Select one: a. what should be made. b. when products should be delivered. c. which competitors they should collaborate with. d. how products should be configured. e. what products should cost.

which competitors they should collaborate with

Beverly is assessing the results of a new product launch of a series of e-books for her bookstore. When evaluating the results, Beverly will likely consider all of the following EXCEPT Select one: a. whether the e-books are generating the expected level of profit. b. why it took her so long to consider the new product line. c. whether her customers are interested in the new books. d. whether the e-books function as expected. e. whether the e-books are generating the expected level of sales.

why it took her so long to consider the new product line.

An advertising plan is crucial to an ad campaign because it Select one: a. stimulates demand for a product category. b. is the basis for sales commissions. c. is required by the accounting department. d. offers insights into the creative leadership of mass media buyers. e. will later be used to measure the success or failure of the campaign.

will later be used to measure the success or failure of the campaign.

New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems. Previously, they were only expected to answer buyers' questions. The new regulation addressed the marketing ethical problem of Select one: a. high-pressure sales techniques. b. misleading advertising. c. deceptive pricing tactics. d. withholding information. e. misrepresentation of company data.

withholding information

Part of the social trend toward health and wellness is a concern about the increasing degree of obesity in the United States. Related to this, the text notes the increasing popularity of Select one: a. flu shots. b. yoga. c. high-carbohydrate diets. d. juicing. e. cooking shows on TV.

yoga

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. Select one: a. delivery gap b. zone of tolerance c. patience zone d. service gap e. zone of intolerance

zone of tolerance

Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask? Select one: a. "Have you completed the follow-up to ease the buyer's mind?" b. "What does the buyer's body language tell you about her readiness to buy?" c. "Did you skip any steps in the process?" d. "Should you go back to an earlier stage in the process and start the process over from there?" e. "Are there any reservations that have not been addressed to the buyer's satisfaction?"

"Have you completed the follow-up to ease the buyer's mind?"

Which of the following is the best example of puffery? Select one: a. "Happy hour every Friday." b. "All natural ingredients." c. "Take two and call us in the morning." d. "You have tried the rest, now try the best." e. "Northwestern, the quiet company."

"You have tried the rest, now try the best."

Which of the following is the best example of a persuasive advertising message? Select one: a. "Doing business in Peoria since 1848." b. "Serving the public since last Tuesday." c. "Better than average." d. "Buy now, pay later." e. "Now available. The latest fall fashions."

"buy now, pay later"

"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? Select one: 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 show the position of the company throughout the product's life cycle." c. "It's a way to demonstrate the dimensions that our customers think are important." d. "It shows where we aren't—and where our competitors aren't—in our customers' and prospects' minds." e. "We can easily show where we are positioned and how large the market is."

"it's a way to show the position of the company throughout the product's life cycle"

Which of the following is an unstructured question? Select one: a. "Were you happy with the quality of the shampoo you purchased (Yes/No)?" b. "How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5, or more than 5?" c. "How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied, or very satisfied?" 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. "What are the most important characteristics for choosing a brand of shampoo?"

"what are the most important characteristics for choosing a brand of shampoo?"

Experts estimate that the average cost of a single B2B sales call is about Select one: a. $1,500. b. $400. c. $190. d. $1,000. e. $50.

$400

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. Select one: a. 1,000 b. It cannot be determined from the information provided. c. 20,000 d. 100 e. 1,500

1,500

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 Select one: a. 1%. b. 10%. c. 5%. d. 2%. e. 20%.

2%

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: Select one: a. $500,000. b. $605,000. c. $450,000. d. $550,000. e. $650,000.

550,000

Which of the following factors, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of a threat? Select one: a. Due to outdated engine technology, the company's cars get lower gas mileage than those of major competitors. b. A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded. c. The factory that manufactures a new, popular car cannot build enough vehicles to meet the demand, while other factories have excess capacity. d. Recent consumer studies have indicated that Chinese consumers prefer American cars. e. The company has lower manufacturing costs than its key competitors, allowing it to sell its cars at low prices.

A New York law firm has filed a $10 million class action suit against the company on behalf of car owners whose gas tanks exploded.

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 Select one: a. B2B and B2C, respectively. b. both B2B purchases since he is the user in both situations. c. B2C and B2B, respectively. d. neither B2C nor B2B since he is the consumer and his uses might be mixed. e. both B2C purchases since he is the user in both situations.

B2C and B2B, respectively

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

Bonders

Suppose that you work for an advertising agency and are brought into a meeting where everyone is asked to generate ideas for names for a new beach resort. You are engaged in __________, a form of new idea generation. Select one: a. geodemographic analysis b. consumer research c. R&D d. brainstorming e. licensing technology

Brainstorming

Which of these is NOT one of the BRIC countries? Select one: a. Russia b. Bulgaria c. China d. India e. These are all BRIC countries.

Bulgaria

How might a technology company like Apple ensure that it behaves in a socially responsible way toward its customers? Select one: a. By protecting the privacy of personal information collected on its website. b. Social responsibility isn't relevant where customers are concerned; it has to do with serving society as a whole. c. By ensuring that its packaging materials are recyclable. d. By ensuring that it pays its employees fairly. e. By adhering to government-mandated safety standards in its stores.

By protecting the privacy of personal information collected on its website.

Which of the following is the definition of social media? Select one: a. a group of websites that allow users to establish formal connections b. a collection of websites that support the posting of videos and photos c. web services that allow users to share their physical locations d. the practice of users forwarding video and photo links to each other e. content distributed through online and mobile technologies

Content distributed through online and mobile technologies

__________ is the process by which ideas are transformed into new products and services that will help firms grow. Select one: a. Innovation b. Reverse engineering c. Concept testing d. Competition e. Beta testing

Correct