BUS 346 Final

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

d. They need to be updated almost constantly. Correct ch. 3

The most important consideration when a firm chooses a global product strategy should be Select one: a. opportunities for countertrade. b. WTO regulations. c. the provisions of GATT. d. the needs of the target market. e. the effectiveness of the marketing team.

d. the needs of the target market ch. 8

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and Select one: a. the cost per click. b. the number of destinations. c. how much time consumers spend viewing the ad or page. d. the number of impressions. e. the total number of clicks recorded by the industry.

d. the number of impressions ch. 17 The click-through rate is computed by dividing the number of clicks by the number of impressions.

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends? a. professionals b. creators c. sharers d. listeners e. bonders

e. bonders ch. 3

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

e. reverse innovation ch. 8

What does a Klout score measure? Select one: a. conversion rates b. media influence c. click path and bounce rate ratio d. page views and sales e. social reach, influence, and extended network

e. social reach, influence, and extended network ch. 3

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me." Select one: a. self-concepts b. loyalty references c. benefit perceptions d. geographic choices e. demographics

a. self-concepts ch. 9

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

a. underlying values ch. 8

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

c. creators ch. 3

According to purchasing power parity theory, if __________ is/are in equilibrium, products will cost the same in each country. Select one: a. imports and exports b. domestic products c. exchange rates d. interest rates e. consumer spending

c. exchange rates ch. 8

Globalization refers to the process by which goods, services, capital, people, and ideas Select one: a. affect corporate culture. b. form joint ventures. c. flow across national borders. d. are integrated through IMF facilitation. e. are onshored and offshored.

c. flow across national borders ch. 8

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

c. more profitable consumers ch. 3

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using a. Google Analytics. b. click path analysis. c. sentiment analysis. d. gamification. e. keyword analysis.

c. sentiment analysis ch. 3

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

a. it allows for personalization of the message ch. 17

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

a. micromarketing ch. 9

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. energize customers and stimulate excitement. c. stimulate excitement. d. develop customer education. e. develop customer education and engage with others users.

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

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

a. reachable

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings. Select one: a. responsive b. perceptive c. identifiable d. reachable e. quantifiable

a. responsive ch. 9

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by Select one: a. segmenting, targeting, and positioning. b. continual test marketing. c. focusing exclusively on its Pink brand. d. offering everything to everyone. e. trying lots of options to find out which one works.

a. segmenting, targeting, and positioning ch. 9

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using Select one: a. sentiment analysis b. keyword analysis. c. gamification. d. click path analysis. e. Google Analytics.

a. sentiment analysis ch. 3

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by Select one: a. educating. b. listening. c. exciting. d. engaging. e. reacting.

b. listening ch. 3

A measure termed _______ describes how useful an ad message is to the consumer doing the search. Select one: a. return on investment b. relevance c. reliability d. awareness e. impression

b. relevance ch. 17

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

b. social media strategist ch. 3

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from Select one: a. interest to awareness. b. feeling to thinking. c. "I like it" to "I want it." d. action to desire. e. "I want it" to "I like it."

c. "I like it" to "I want it." ch. 17

The shift of population from rural to urban areas in countries such as India helps global marketers by Select one: a. increasing nonmaterial GDP output. b. decreasing competition for intellectual capital. c. simplifying the supply chain needed to make goods and services available. d. decreasing pollution. e. increasing the human development index.

c. simplifying the supply chain needed to make goods and services available. ch. 8

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

c. undifferentiated targeting ch. 9

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

d. avoid looking too much like the competitor so that he'd confuse the target segment. ch. 9

A firm's marketing communication strategy is formulated specifically to Select one: a. increase its frequency ratio. b. increase its return on investment. c. increase its social media presence. d. control its public image. e. communicate the value of its product(s).

e. communicate the value of its product(s) ch. 17

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. hits. b. click paths. c. bounce rate. d. extended network. e. conversion rate.

e. conversion rate ch. 3

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

e. experience ch. 3

Airlines were among the first retailers to embrace loyalty segmentation when they created Select one: a. business-class seating. b. 30-day advance pricing. c. in-flight movies. d. fuel surcharges. e. frequent flyer programs.

e. frequent flyer programs ch. 9

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

e. government actions that reduce competition from international firms ch. 8 Tariffs and quotas are among the levers governments can activate to protect domestic firms from foreign competition.

The most common measure of market potential of an economy is a country's Select one: a. GNI. b. GDP. c. PPP. d. CPI. e. APR.

b. GDP ch. 8

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation. Select one: a. loyalty b. psychographic c. geographic d. benefit e. geodemographic

d. benefit ch. 9

Which of the following is the definition of social media? 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. content distributed through online and mobile technologies e. the practice of users forwarding video and photo links to each other

d. content distributed through online and mobile technologies ch. 3

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. reactive. b. substantial. c. reachable. d. responsive. e. identifiable.

d. responsive ch. 9 For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's offering. This is referred to as a responsive segment.

Segmentation, targeting, and positioning Select one: a. are part of a firm's marketing strategy. b. are optional elements of a marketing plan. c. should be done simultaneously so synergies can help streamline the effort. d. are part of the marketing plan but bear little direct relationship to the marketing mix. e. are terms that can be used interchangeably in developing marketing plans.

a. are part of a firm's marketing strategy ch. 9

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

a. benefit segmentation ch. 9 Many LinkedIn users also have a Facebook account, but LinkedIn offers them the opportunity to network with their colleagues and contacts in a professional environment. It might seem like demographic segmentation, but LinkedIn spans a very wide range of ages, occupations, and income levels.

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. Creating a Facebook tab allowing users to view the tennis clothing within Facebook b. Placing a Facebook ad c. Placing a Facebook link on the Nike corporate website d. Uploading a coupon to the Nike fan page e. Encouraging Facebook users to like the Nike page so their friends will see this action

b. placing a Facebook ad ch. 3 The only method listed that specifically targets users by their profile information is the Facebook ad. For the campaign to succeed, though, the ad would need to be engaging and to be well supported on Nike's Facebook page.

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

b. profitability. ch. 9

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

c. sharers ch. 3 Sharers genuinely want to help others and seek to build their expertise so they can assist others. While professionals also want to demonstrate their expertise, they are less interested in actually helping others than in impressing their friends and acquaintances with their efficiency and intelligence.

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

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

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

d. franchising ch. 8

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

e. emphasize the benefits these consumers are looking for in a college education. ch. 9 By understanding the values of nontraditional college students, education marketers can create a marketing mix that meets these customers' needs, and can emphasize the benefits these customers seek.

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

e. excite ch. 3

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

e. the intersection between customer needs/wants and the firm's product's benefits. ch. 9 The value proposition is the intersection between customer needs/wants and the benefits offered by the firm. This is the area in which customer needs/wants match the benefits the firm can offer.

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

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

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating. a. Keyword rates b. Conversion rates c. Mobilization rates d. Bounce rates e. Sentiment rates

b. conversion rates ch. 3

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to? Select one: a. sharers b. creators c. professionals d. listeners e. bonders

b. creators ch. 3

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

b. direct investment ch. 8

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

b. free for everyone ch. 3

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

b. geodemographic segmentation ch. 9

Differences in weather and climate create opportunities for Select one: a. psychographic segmentation. b. geographic segmentation. c. benefit segmentation. d. demographic segmentation. e. concentrated targeting.

b. geographic segmentation ch. 9

"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 demonstrate the dimensions that our customers think are important." c. "It's a way to show the position of the company throughout the product's life cycle." 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."

c. "It's a way to show the position of the company throughout the product's life cycle." ch. 9 A perceptual map shows the current position of a company's products, not a future position.

Fiona wants to sell a local advertising calendar. There are 1,000 households in her community, and she estimates that 30 percent will buy a calendar. The printing company will charge a $100 setup fee, and calendars will cost $4.00 each to print. What price will she need to charge to cover all costs and make a $500 profit? Select one: a. $10.00 b. $9.00 c. $6.00 d. $8.00 e. $7.00

c. $6.00 ch. 9 Segment profitability = (Segment size × Segment adoption percentage × Purchase frequency × Profit margin percentage) - Fixed costs. We will assume that Purchase frequency = 1 (that each household buys just one calendar) We don't know the Price or Profit margin percentage, but (Price × Profit margin %) can be restated as (Price - Variable cost) = Price - $4 Substituting numbers, $500 = (1,000 × 30% × 1 × (Price - $4)) - $100 $500 = (300 × (Price - $4)) - $100 $600 = 300 × Price - $1,200 $1,800 = 300 × Price $6 = Price

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

c. benefit ch. 9 Benefits segmentation seeks to segment customers based on the benefits they seek—in other words, the value they will obtain—from the product.

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

c. describe themselves ch. 9

Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to Select one: a. develop an advertising plan to promote the upcoming sales. b. find marketing interns or hire new staff to help with implementation. c. identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis. d. use the Internet, catalogs, and vendor information to draw up a list of new products. e. create pro forma financial statements to complete the package.

c. identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis. ch. 9 The third step of the strategic marketing planning process, following defining the mission and objectives and conducting a situation analysis, is the STP process.

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

c. influence ch. 3

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

c. it helps obtain a bigger share of the market ch. 9

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

c. market segments ch. 9 Commercial and residential real estate buyers are two different market segments—groups of customers with similar wants and needs—that Alex can target by designing a marketing mix for each.

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. 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. ease of pricing control and number of promotional outlets. d. ease of accessing or developing distribution channels and brand familiarity. e. the number of competitors, entry barriers, and product substitutes. Feedback

d. ease of accessing or developing distribution channels and brand familiarity. ch. 9 Evaluation of profitability considers market growth, market competitiveness, and market access, along with ensuring that the profit margin will be sufficient to cover costs. Market access includes ease of developing or accessing distribution channels, and brand familiarity.

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

d. geodemographic ch. 9

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

d. infrastructure ch. 8

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by a. engaging. b. reacting. c. exciting. d. listening e. educating.

d. listening ch. 3

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

b. direct marketing via catalog ch. 17

Advertising in which medium relies on a mix of visual and auditory techniques? Select one: a. radio b. direct marketing c. television d. magazines e. newspapers

c. television ch. 18

__________ 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. Horizontal; vertical b. Strategic; tactical c. General; specific d. Widespread; integrated e. Industry; supply chain

a. Horizontal; vertical ch. 14

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

a. India ch. 8 Foreign retailers that carry multiple brands, like Walmart, are now allowed to own up to 51 percent of joint ventures in India, and retailers that carry only their own brand, like Nike, can now own 100 percent of their Indian businesses.

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

a. The firm's policy on service recovery. ch. 13 Customers do not care much about firm's policies if these policies seem unreasonable. The other factors, though, will affect customers' perceptions of fairness.

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality? Select one: a. acceptability b. assurance c. reliability d. empathy e. responsiveness

a. acceptability ch. 13

The proliferation of new media alternatives has led many firms to shift their promotional budgets from Select one: a. advertising to direct marketing and website development. b. personal selling to advertising. c. publicity to public relations. d. stealth marketing to viral marketing. e. integrated marketing communications to diverse marketing communications.

a. advertising to direct marketing and website development ch. 17

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

a. as a response to perceived unfair trade practices ch. 8 Tariffs are used primarily to raise the prices of imported goods; however, they can also be used to punish countries engaging in trade practices that are seen as unfair, by making it harder for their goods to find buyers.

Developing pricing strategies for __________ is one of the most challenging tasks a manager can undertake. Select one: a. new products b. seasonal rebate items c. quantity discounts d. zone pricing products e. cost-based pricing

a. new products ch. 14

Often the best way to handle customers' reservations is to relax, listen, and Select one: a. ask questions to clarify the issues. b. reevaluate your expected order. c. reassess your preapproach strategy. d. immediately call your sales support team. e. consider outsourcing.

a. ask questions to clarify the issues ch. 19

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

a. blog ch. 3

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

a. communication ch. 13 A communication gap exists if the firm does not keep its service promises. By making realistic promises that set customer expectations appropriately, this gap can be closed.

When firms set prices similar to those of competitors, they are following a strategy of Select one: a. competitive parity. b. me-too pricing. c. industry-standard pricing. d. copycat pricing. e. market-broadening pricing.

a. competitive parity ch. 14

In integrated marketing communications, encoding involves Select one: a. converting the sender's ideas into a message, which could be verbal, visual, or both. b. interpreting click-through rates. c. differentiating noncommercial speech from commercial speech. d. converting the decoder into the receiver. e. converting consumers' ideas into value propositions.

a. converting the sender's ideas into a message, which could be verbal, visual, or both ch. 17

"Buy one, get one free" is a __________ sales promotion. Select one: a. deal b. coupon c. sweepstake d. sample e. rebate

a. deal ch. 18

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. demographic b. benefits c. psychographic d. behavioral e. geographic

a. demographic ch. 9

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

a. empowerment ch. 13

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts. Select one: a. feedback b. simulations c. decoding d. pre-testing e. encoding

a. feedback

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule. Select one: a. flighting b. continuous c. penetrating d. purposeful e. pulsing

a. flighting ch. 18 A flighting schedule—when periods of heavy advertising are followed by periods with no advertising—makes sense for Tyler's seasonal business.

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to Select one: a. focus on solving problems. b. engage in mild puffery. c. inform consumers about opportunities. d. emphasize technology. e. focus on quality.

a. focus on solving problems. ch. 18

One reason B2B salespeople spend considerable time qualifying potential customers is because Select one: a. it can be costly to prepare and make a presentation to a business customer. b. they want to have absolutely everything in order before approaching a potential customer. c. independent agents get the best leads; the company sales representatives need to work harder. d. they want to determine whether telemarketing is required. e. too many business buyers at trade shows are really people from competing firms trying to obtain competitive information.

a. it can be costly to prepare and make a presentation to a business customer. ch. 19

If a firm promises more than it can deliver, Select one: a. it creates a communication gap. b. consumers will have a knowledge gap. c. it needs to enact a voice-of-customer program. d. perishability becomes a problem. e. it has created an empowerment gap.

a. it creates a communication gap ch. 13

The best way for sales managers to instill ethical behavior in the sales force is to Select one: a. lead by example. b. never use telemarketing. c. employ a sales ethics forecaster. d. provide extensive ethical training. e. use only straight salary and no commissions.

a. lead by example ch. 19

When confronted with an angry and emotional customer, the best first step toward service recovery is to Select one: a. listen carefully and with empathy until the customer feels he or she has been heard. b. match the person's voice in intensity and volume to gain control of the confrontation. c. gently but firmly tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down. d. call security in case it is necessary to escort the person from the building. e. ask a coworker to take over handling the complaint to get a neutral perspective.

a. listen carefully and with empathy until the customer feels he or she has been heard. ch. 13

Mario is the first retailer in town to sell games for Sony's new PlayStation 3 machine. Mario wants to quickly capture as much of the market for the new games as possible. Mario will likely use a __________ pricing strategy. Select one: a. market penetration b. bundling c. reference d. price fixing e. skimming

a. market penetration

With a __________ pricing strategy, marketers set a low initial price for the introduction of a new product or service. Select one: a. market penetration b. reference c. skimming d. bundling e. price fixing

a. market penetration ch. 14

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's Select one: a. media mix. b. niche buy. c. supply chain messaging. d. advertising plan. e. track testing.

a. media mix ch. 18

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

a. personal; professional ch. 3

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action. Select one: a. persuasive b. discussive c. informative d. institutional e. reminder

a. persuasive ch. 18

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will Select one: a. posttest. b. arrange for peer analysis. c. conduct feedback analysis. d. initiate content analysis. e. conduct tracking.

a. posttest ch. 18 Posttesting is the evaluation of the campaign's impact after it has been implemented.

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. premiums b. rebates c. deals d. sweepstakes e. samples

a. premiums ch. 18

The preapproach stage occurs __________ and extends the qualification of leads procedure. Select one: a. prior to 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. after the sales presentation

a. prior to the sales presentation ch. 19

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

a. provide emotional support and concern for their employees. ch. 13

Sales representatives add value for customers by doing all of the following EXCEPT Select one: a. reducing the firm's marketing costs. b. educating them about the firm's products. c. saving them time. d. providing advice on solving business problems. e. simplifying communication with the firm. Feedback

a. reducing the firm's marketing costs ch. 19

David manages a Shoney's restaurant. He is considering staying open later in the evening. For David, the variable costs associated with staying open longer hours will include all of the following EXCEPT Select one: a. rent on the restaurant building. b. hours worked by cooks. c. energy costs. d. ingredients used in preparing food. e. hours worked by the waiters and waitresses.

a. rent on the restaurant building ch. 14

Although ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because Select one: a. salespeople interact directly with customers and are, therefore, more visible. b. customers tend to expect unethical behavior from salespeople. c. sales managers are the only people in most sales organizations who worry about ethics. d. laws regulating personal selling are detailed, complex, and often mistakenly ignored. e. salespeople tend to be unethical.

a. salespeople interact directly with customers and are, therefore, more visible. ch. 19

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

a. telemarketing ch. 19

Loretta would like to know which, if any, of her firm's IMC efforts are working. She could use all of the following EXCEPT __________ to provide feedback from her efforts. Select one: a. the channel b. compliments c. sales data d. complaints e. coupon redemption rates

a. the channel ch. 17

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the total GRP b. the media mix c. the USP d. the click rate e. the conversion rate

a. the total GRP ch. 18

Cross-promotion is most successful when Select one: a. the two products appeal to the same target market. b. the firms have a prior marketing relationship. c. the promotion takes place over a very short time period. d. one product is well-known and one product is less known. e. the two products are similar in price.

a. the two products appeal to the same target market. ch. 18

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. only economists can properly analyze demand curves and set prices using this tool. d. competitors can construct the same demand curves, so there is no advantage in using them. e. marketing split from economics over the ideas of demand and elasticity.

a. the way a product or service is marketed can have a profound impact on price elasticity. ch. 14

The International Consumer Electronics Show is an example of Select one: a. a trade show. b. a consumer meeting. c. a product demonstration. d. a vendor conference. e. an industry convention.

a. trade shows ch. 19

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. where the customer is in the buying process. b. whether to quote a full price or discount price. c. which type of follow-up will be needed. d. which of the alternative products to demonstrate. e. how much time has been allocated for the presentation.

a. where the customer is in the buying process ch. 19

When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm's campaign were Select one: a. 40. b. 160. c. 1600. d. The answer cannot be determined from this information. e. 400.

b. 160 ch. 17 Gross rating points (GRP) are computed by multiplying reach by frequency. Thus, in this case, GRP = 40 x 4 = 160.

Although a sales representative may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is a logic in the sequence. Which of the following would NOT be appropriate in the personal selling process? Select one: a. Follow-up may include additional sales for the representative. b. Closing the sale is the final—and most satisfying—part of the process. c. The customer's reservations must be addressed before closing the sale. d. Before a salesperson can work through the preapproach, leads must be qualified. e. Carefully working through the preapproach will make the next step—the sales presentation—more effective and efficient.

b. Closing the sale is the final—and most satisfying—part of the process. ch. 19

Domestic firms developing a global entry strategy might consider franchising; however, the disadvantages need to be considered. Which of these is NOT a disadvantage of franchising? Select one: a. All of these are disadvantages a firm must consider. b. Franchising is the riskiest way to enter a foreign market. c. The franchisor might end up becoming a competitor. d. Franchising limits profit potential, since profits will have to be split with the franchisee. e. The franchisor has limited ability to ensure that foreign operations follow all the concepts and ideas that made the firm successful domestically.

b. Franchising is the riskiest way to enter a foreign market. ch. 8

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

b. The firm's policy on service recovery. ch. 13

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of Select one: a. consumer generated advertising. b. a public service announcement. c. a flighting campaign. d. product-focused advertising. e. reminder advertising.

b. a public service announcement ch. 18

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

b. a pull strategy—to get the product into stores by having consumers demand it. ch. 18 Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain.

Often the best way to handle customers' reservations is to relax, listen, and Select one: a. reassess your preapproach strategy. b. ask questions to clarify the issues. c. consider outsourcing. d. immediately call your sales support team. e. reevaluate your expected order. Feedback

b. ask questions to clarify the issues. ch. 19

As the number of communication media has increased, the task of understanding how best to reach target customers has Select one: a. focused on reducing communication noise. b. become more complex. c. become easier. d. increased the use of rule-of-thumb targeting. e. shifted from creating a value proposition to revising a value proposition.

b. become more complex ch. 17

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the Select one: a. subheads. b. body copy. c. photo credits. d. brand elements. e. headline.

b. body copy ch. 18

Variable costs change with Select one: a. changes in target return pricing. b. changes in the quantity being produced. c. changes in fixed costs. d. competitive parity. e. changes in cross-price elasticity.

b. changes in the quantity being produced. ch. 14

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

b. communication ch. 13

In the IMC communication process, the __________ is the medium that carries the message. Select one: a. receiver b. communication channel c. transmitter d. feedback loop e. sender

b. communication channel ch. 17

When Ursula decides how to price new products in her gift store, she measures the value of her product offerings against those of the other stores in her area. Ursula uses a __________________ pricing strategy. Select one: a. sales oriented b. competitor-oriented c. target return d. target profit e. maximizing profits

b. competitor-oriented ch. 14

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 do not use the product. d. consumers who are unaware of the product. e. consumers who prefer the competitor's product.

b. consumers whom its research designates as its target market ch. 18

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is Select one: a. distributive fairness analysis. b. customer complaints. c. syndicated data services. d. management by objective programs. e. employee empowerment programs.

b. customer complaints ch. 13

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

b. empowering employees to meet customers' needs. ch. 13

The __________ occurs when unit cost drops as the quantity sold increases. Select one: a. slotting allowance benefit b. experience curve effect c. cumulative bundling benefit d. improvement value effect e. price fixing return

b. experience curve effect ch. 14

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

b. increased customer purchases and positive word of mouth ch. 13

Colin has been directed by his boss to determine whether their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult. Select one: a. substantial b. intangible c. inconsequential to customers d. quantifiable e. unequally distributed

b. intangible ch. 13

Retail salespeople should not __________ and assume that a person in the store cannot afford to purchase the store's products based on appearances. Select one: a. run for the roses b. judge a book by its cover c. assume Murphy's Law is true d. let sleeping dogs lie e. attempt to keep up with the Joneses

b. judge a book by its cover ch. 19

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

b. keyword analysis ch. 3

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. listen to the customer. c. resolve the problem quickly. d. estimate the damage. e. contact a supervisor.

b. listen to the customer ch. 13

When a plumbing contractor drove up to Bill's house in a brand new Mercedes, Bill decided this person would be too high-priced even before the plumbing contractor offered his bid. Bill made the mistake of Select one: a. closing the sale too early. b. making an assumption of cost based on appearances. c. assuming Murphy's Law is true. d. anticipating his preapproach. e. not overcoming reservations.

b. making an assumption of cost based on appearances ch. 19

Walmart's "Everyday low prices" selling proposition is effective primarily because it is Select one: a. unique to the industry. b. meaningful to the consumer. c. generally unsustainable. d. variable over time. e. a one-time message.

b. meaningful to the consumer ch. 18

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

b. media mix ch. 18

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. social marketing b. mobile marketing c. personal selling d. advertising e. sales promotions

b. mobile marketing ch. 17

If a firm in a purely competitive market can differentiate its product or service, it becomes part of a _______________ market. Select one: a. duopoly b. monopolistic competition c. monopoly d. oligopolistic competition e. pure competition

b. monopolistic competition ch. 14 The difference between pure competition and monopolistic competition is that in pure competition, products are not differentiated, but in monopolistic competition, they are.

Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a Select one: a. business development specialist. b. order taker. c. caretaker rep. d. sales support rep. e. order getter.

b. order taker ch. 19

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. follow-up b. overcoming reservations c. the presentation d. the preapproach e. generating and qualifying leads

b. overcoming reservations ch. 19

Because services like cruises and car rentals are perishable, many marketers use Select one: a. training to standardize delivery. b. pricing strategies to match supply with demand. c. incentives to encourage staff to deliver according to standards. d. service quality to extend the life of the product. e. machines to replace people for standard transactions.

b. pricing strategies to match supply with demand. ch. 13

At the break-even point, Select one: a. contribution per unit is zero. b. profits are zero. c. fixed costs are zero. d. price is maximized. e. costs are zero.

b. profits are zero ch. 14

From a consumer's perspective, all of the following are interactive elements of an IMC strategy EXCEPT Select one: a. personal selling. b. public relations. c. consumer contests. d. telemarketing. e. mobile marketing.

b. public relations ch. 17

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful Select one: a. sales promotion. b. public service announcement. c. push-and-pull advertisement. d. product-focused advertisement. e. puffery campaign.

b. public service announcement ch. 18

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

b. reach times frequency ch. 18

The new hotel manager asked the chef, "Are you sure you know how to cook a beef Wellington?" Which of the service dimensions was the hotel manager expressing concern about? Select one: a. responsiveness b. reliability c. tangibles d. assurance e. empathy

b. reliability ch. 13

The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to be ____________, quickly addressing any problems that occur. Select one: a. tangible b. responsive c. reliable d. assuring e. empathic

b. responsive ch. 19

Health clubs often use a low, introductory offer price to get people to join their club. These low prices represent a ______________ pricing strategy. Select one: a. target return b. sales orientation c. status quo d. maximizing profits e. target profit

b. sales orientation ch. 14

Bridgette went to Gap ready to buy a new blouse, but was not sure which color or style she wanted. The sales representative sensing Bridgette's buying mode, most likely began with the __________ stage of the selling process. Select one: a. follow-up b. sales presentation c. closing the sale d. generate leads e. preapproach

b. sales presentation ch. 19

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. advertising; public relations b. sales promotion; advertising c. advertising; personal selling d. corporate blogs; public relations e. public relations; institutional advertising

b. sales promotion; advertising ch. 18

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use __________ to overcome the problem of inseparability of services. Select one: a. satisfaction guarantees b. zone of tolerance allowances c. promotional discounts d. perishability gap analysis e. point-of-purchase displays

b. satisfaction guarantees ch. 13

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? Select one: a. transmitter b. sender c. channel d. receiver e. encoder

b. sender ch. 17

The old cliché, "Service with a smile," recognizes the fact that Select one: a. service providers should smile and not think. b. service providers need to be pleasant even if the customer is not. c. life is too short to be ugly. d. smiling is contagious. e. services are perishable but a smile is forever. Feedback

b. service providers need to be pleasant even if the customer is not. ch. 13

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions. Select one: a. responsiveness b. tangibles c. reliability d. empathy e. assurance

b. tangibles ch. 13

Because there are many firms in monopolistic competition markets, Select one: a. everyone is a price taker. b. the many competitors will focus on product differentiation. c. price controls may be implemented. d. producers do not have to consider the reactions of rival firms. e. government often encourages consolidation to reduce the number of competitors.

b. the many competitors will focus on product differentiation. ch. 14

Personal selling can take place in all of the following situations EXCEPT Select one: a. video teleconferencing. b. through newspaper ads. c. face-to-face. d. over the Internet. e. by telephone.

b. through newspaper ads ch. 19

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate. Select one: a. intangibility b. variability c. perishability d. inseparability e. spendability

b. variability ch. 13

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

c. "Doing business in Peoria since 1848." ch. 18

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. "Should you go back to an earlier stage in the process and start the process over from there?" b. "What does the buyer's body language tell you about her readiness to buy?" c. "Have you completed the follow-up to ease the buyer's mind?" d. "Did you skip any steps in the process?" e. "Are there any reservations that have not been addressed to the buyer's satisfaction?"

c. "Have you completed the follow-up to ease the buyer's mind?" ch. 19 Follow-up happens after closing the sale, so this is not a question Chris would ask of Sally at this stage.

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

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

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and Select one: a. the level of noise in the IMC channel. b. supply chain effectiveness. c. a consumer's purchase. d. enhanced decoding processes. e. the reach/frequency ratio.

c. a consumer's purchase ch. 17

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

c. a flaw in the medium ch. 17 Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. In this case, a failure for the ad to be shown in its entirety is a flaw in the medium.

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

c. awareness ch. 17

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

c. break-even point.

Because PSAs are a special class of advertising, FCC rules require Select one: a. consumers to listen to them. b. all advertisers to contribute to them. c. broadcasters to devote a specific amount of free time to them. d. court approval before they are aired. e. they use only the informative or reminder advertising appeals.

c. broadcasters to devote a specific amount of free time to them. ch. 18

Johnny works at an electronics store. In addition to his salary, he receives 2 percent of the sales dollars he brings in each month. This extra 2 percent is called a Select one: a. salary. b. bonus. c. commission. d. reward. e. rebate.

c. commission ch. 19

The __________ gap can be reduced by managing consumers' expectations. Select one: a. knowledge b. delivery c. communication d. empowerment e. standards

c. communication ch. 13 A communication gap is the difference between promised and actual service. By making realistic promises, the firm can manage expectations.

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. trade shows b. cold calls c. complaints d. telemarketing e. preapproaches

c. complaints ch. 19

In general, prices should not be based on costs because Select one: a. consumers are cost-conscious. b. customers are always right. c. consumers make their purchase decisions based on perceived value. d. producers need to avoid creating a cost competitive parity debate. e. producers rarely know what their costs are.

c. consumers make their purchase decisions based on perceived value. ch. 14

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? Select one: a. Twitter b. corporate blog c. corporate website d. Super Bowl ad e. faxed newsletter

c. corporate website ch. 17

The key to a successful emotional advertising appeal is to use the emotion to Select one: a. deliver a logical message. b. balance social marketing with product-focused advertising. c. create a bond between the consumer and the brand. d. get consumers to think about the benefits of the product. e. make consumers cry.

c. create a bond between the consumer and the brand. ch. 18

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to Select one: a. determining why they should advertise. b. logistical support. c. creation of the advertisement. d. new product development. e. advertising assessment.

c. creation of the advertisement. ch. 18

Price advertisements should never Select one: a. include the price. b. use price skimming after using price penetration. c. deceive customers to the point of doing harm. d. include puffery. e. use advertising allowances to increase sales promotion.

c. deceive customers to the point of doing harm. ch. 14

A __________ gap exists when a firm knows what it needs to do to meet customers' service expectations but sometimes fails to do it. Select one: a. knowledge b. communication c. delivery d. empowerment e. standards

c. delivery ch. 13 A delivery gap is a gap between service standards and actual delivered service.

Brands can be extremely valuable domestically, but challenging internationally. Companies can help to overcome language difficulties in using brands by Select one: a. adhering to the UN Convention on Naming Rights. b. avoiding the use of the brand name in advertising and focusing on feature and benefits. c. developing brand names that are meaningless in known languages. d. translating advertising copy for the entire ad except the brand name. e. keeping the brand name the same in all languages, regardless of meanings, as long as the brand logo and symbol are displayed prominently.

c. developing brand names that are meaningless in known languages. ch. 8

In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will Select one: a. determine which push/pull strategy will accompany the ad. b. deliver integrated marketing. c. dictate the type of medium used to deliver the message. d. determine the pretesting pulse of the ad. e. dictate how advertising will be flighted.

c. dictate the type of medium used to deliver the message. ch. 18

Yara has identified an attractive potential customer for her biodiesel home power system. She knows the customer is concerned about the environment and has considerable financial resources. The customer is also a respected leader among wealthy environmentalists in the area. Next Yara will Select one: a. call the customer and offer a first-time discount. b. evaluate alternative systems available from competitors to see which is best for the customer. c. establish goals for meeting with the customer. d. send the customer a list of frequently mentioned objections and responses to each. e. decide whether she wants to contact the customer.

c. establish goals for meeting with the customer. ch. 19

Effective service recovery entails all of the following EXCEPT Select one: a. providing a fair solution. b. resolving the problem quickly. c. estimating the damage. d. listening to the customer. e. all of these are effective service recovery techniques.

c. estimating the damage ch. 13

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. selling team approach b. structure c. flexibility d. role playing e. compensation

c. flexibility ch. 19

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

c. follow-up ch. 19

When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time. Select one: a. peripheral b. variable c. inseparable d. intangible e. perishable

c. inseparable ch. 13

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

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

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

c. microblogging ch. 3

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. benefit-based b. macromarketing c. micromarketing d. undifferentiated e. differentiated

c. micromarketing ch. 9

Katerina is told by her sales manager, "Do whatever you need to do to get the sale," yet the company has ethical selling standards. Katerina faces the ethical problem of Select one: a. limited commission reinforcement. b. sales force compensation inequity. c. mixed signals from her sales manager. d. unqualified lead generation. e. customer relationship management.

c. mixed signals from her sales manager ch. 19

Earl was known for driving 30 miles to save a dollar on the price for his favorite beverage. Earl perceived price as ________________, while most consumers recognize price as the ______________ made to acquire a good or service. Select one: a. overall sacrifice; monetary payment b. variable cost; fixed cost c. money paid; overall sacrifice d. fixed cost; variable payment e. break-even amount; price elasticity

c. money paid; overall sacrifice ch. 14 Earl was thinking only of the money he would spend and not considering the overall sacrifice (which included his time).

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

c. monitor the program ch. 3

Though a picture may be worth a thousand words, the most important facet of encoding is Select one: a. who draws the picture. b. not what is received but what is sent. c. not what is sent but what is received. d. the self-visualization process. e. the sponsor rather than the receiver.

c. not what is sent but what is received. ch. 17 The most important facet of encoding is the message received (and decoded).

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 aNo Select one: a. sales support rep. b. order taker. c. order getter. d. prospector. e. new business specialist.

c. order getter

Cross-price elasticity is the Select one: a. change in quantity of a product demanded divided by the change in its price. b. change in price of product A divided by change in quantity demanded for product B. c. percentage change in quantity demanded of product A compared to the percentage change in price of product B. d. percentage change in quantity of a product demanded divided by the percentage change in its price. e. change in quantity of a product demanded divided by the change in its elasticity.

c. percentage change in quantity demanded of product A compared to the percentage change in price of product B. ch. 14 Cross-price elasticity looks at the impact of a change in one product's price on demand for another product. The two products might be substitutes or complementary products.

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action. Select one: a. institutional b. informative c. persuasive d. discussive e. reminder

c. persuasive ch. 18

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation. Select one: a. demographic; psychographic b. demographic; behavioral c. psychographic; demographic d. demographic; benefit e. geographic; geodemographic

c. psychographic; demographic ch. 9

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call Select one: a. service efforts. b. service perceptions. c. service quality. d. service feedback. e. service aspirations.

c. service quality ch. 13

Which of the following is NOT a communication channel used in the IMC process? Select one: a. Internet b. television c. supply chain d. radio e. newspaper

c. supply chain ch. 17

Integrated marketing communications include all of the following EXCEPT Select one: a. advertising. b. public relations. c. supply chain management. d. personal selling. e. direct marketing.

c. supply chain management ch. 17

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

c. surplus ch. 8

Marketers considering operations and trade with a specific country must consider whether the country belongs to a trading bloc. A trading bloc is a group of countries Select one: a. with similar cultural shopping patterns. b. with similar political views. c. that have established a formal agreement to manage trade activities. d. using the same currency. e. located next to each other.

c. that have established a formal agreement to manage trade activities. ch. 8

Which of the following is NOT a major consideration in determining an advertising budget? Select one: a. the nature of the product b. the nature of the market c. the budgeting method used d. the product life cycle e. role of advertising in overall promotional objectives

c. the budgeting method used ch. 18 In determining an advertising budget, firms must consider the role that advertising plays in their attempt to meet overall promotional objectives, expenditures over the course of the product life cycle, the nature of the market, and the nature of the product.

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

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

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

c. to maintain a sustainable competitive advantage. ch. 13

The most important activity in recruiting salespeople is determining what the salesperson will be doing and Select one: a. their previous level of experience. b. how long they are likely to stay. c. what personal traits and abilities a salesperson should have to do the job well. d. when they are available to start work. e. whether to pay them on a commission basis or a salary plus commission.

c. what personal traits and abilities a salesperson should have to do the job well. ch. 19

Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store. Select one: a. tangibles gap b. empowerment standard c. zone of tolerance d. voice-of-customer quotient e. quality gap

c. zone of tolerance ch. 13

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service. Select one: a. quality gap analysis b. standards analysis c. the zone of tolerance d. empowerment e. voice-of-customer programs

c. zone of tolerance ch. 13

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

d. $400 ch. 19

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

d. 1,500 ch. 14 Sales volume = (fixed costs + target profit)/contribution per unit = (100,000 + 20,000)/($100 - $20) = $120,000/$80 = 1,500

Which statement about India's population is TRUE? Select one: a. With a median age of 61, India has one of the oldest populations in the world. b. India's young people mostly live in rural areas in large families. c. India claims more than 25% of the world's population. d. India's workforce is highly skilled, particularly in technology. e. Most Indian citizens shop in large retail outlets.

d. India's workforce is highly skilled, particularly in technology ch. 8

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

d. a pull strategy—to get the product into stores by having consumers demand it. ch. 18 Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain.

Which of the following is likely the LEAST common emotional appeal for advertisers? Select one: a. humor b. nostalgia c. fear d. anger e. love

d. anger ch. 18

Since Al's Auto Parts has had trouble with its windshield wiper manufacturer in the past, it is requesting a guarantee from the company before it will place another order. Which of the service quality dimensions is being addressed in this scenario? Select one: a. empathy b. tangibles c. responsiveness d. assurance e. ethics

d. assurance ch. 19

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. sentiment analysis c. keyword analysis d. bounce rates e. page views

d. bounce rates ch. 3

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

d. increasing inquiries, awareness, and trial of her firm's services ch. 17

Empowerment becomes more important when the service is Select one: a. institutionalized. b. routine. c. repetitive. d. individualized. e. standardized.

d. individualized ch. 13

Colin has been directed by his boss to determine whether their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult. Select one: a. quantifiable b. inconsequential to customers c. unequally distributed d. intangible e. substantial

d. intangible ch. 13

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a ________ gap. Select one: a. standards b. delivery c. communications d. knowledge e. ethics

d. knowledge ch. 13

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

d. match the firm's competencies with a market segment's attractiveness. ch. 9

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

d. may limit exposure if ad is very successful ch. 3

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. loyalty segmentation b. lifestyle segmentation c. geographic segmentation d. occasion segmentation e. benefit segmentation

d. occasion segmentation ch. 9

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

d. positioning strategies ch. 8

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule. Select one: a. flighting b. continuous c. penetrating d. pulsing e. purposeful Feedback

d. pulsing ch. 18 A pulsing schedule—when a baseline of advertising is increased during certain periods—makes sense due to the seasonality of Gypsy's business.

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

d. rarely is the lowest-price offering the dominant brand in a market. ch. 14

__________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships. Select one: a. Cold calling b. Organizational buying c. Psychographic selling d. Relationship selling e. Sales management

d. relationship selling ch. 19

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. glocalization. b. purchasing power parity. c. a strategic alliance. d. reverse innovation. e. franchising.

d. reverse innovation ch. 8

Boris tells a colleague all about a major prospect Boris plans to call on in the next few days and asks the colleague to pretend to be a customer while he makes his sales presentation. Boris and his colleague are engaged in Select one: a. requalifying leads. b. approach dynamics. c. closing the sale. d. role playing. e. cold calling.

d. role playing ch. 19

David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________, which is typical of firms experiencing this kind of growth. Select one: a. manufacturer's representatives b. sales administrators c. junior sales reps d. selling teams e. brokers

d. selling teams ch. 19

Which of the following markets is MOST likely to be characterized by oligopolistic competition in the United States? Select one: a. electrical service to the home b. soybeans c. pens and pencils d. soft drinks e. men's clothing

d. soft drinks ch .14 The soft drink market is marked by a small number of companies; in particular, Coca-Cola and Pepsi-Cola dominate the market, with a few other players and some private label brands. Soybeans- purely competitive market Pens and pencils- pure competition (for basic pencils) and of monopolistic competition (for particular types of pens) Men's clothing- monopolistic competition due to the large number of providers Electrical service- a monopoly

Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _____________________ pricing strategy. Select one: a. target profit b. maximizing profits c. sales d. status quo e. target return

d. status quo

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to Select one: a. reduce deceptive advertising. b. offer objective-and-task marketing communications. c. promote public interest social responsibility communications. d. stimulate interest, persuading consumers to investigate further. e. signal encoding symbols to simplify the feedback loop.

d. stimulate interest, persuading consumers to investigate further ch. 17

Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a _______________ pricing strategy. Select one: a. status quo b. competitive parity c. target profit d. target return e. sales orientation

d. target return ch. 14

Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a _______________ pricing strategy. Select one: a. sales orientation b. status quo c. target profit d. target return e. competitive parity

d. target return ch. 14 A target return strategy focuses on a particular return on investment target.

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

d. training and supervision are most important determinants of selling success. ch. 19

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

d. variable ch. 14 Variable costs are costs that change as the production quantity changes.

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

e. $80 ch. 14 Contribution per unit = price - variable cost per unit = $100 - $20 = $80. His fixed costs and profit are not needed for this calculation.

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

e. FRS ch. 18 The FDA, FCC, and FTC are the three major agencies regulating advertising; however, other agencies (including the U.S. Postal Service) have some regulatory responsibility as well.

Which statement best describes personal selling? Select one: a. It is primarily indirect communication. b. It involves encoding whereas advertising involves only decoding. c. It is primarily informational communication, not persuasive communication. d. It involves a larger audience than advertising. e. It is the two-way flow of communication between a buyer and a seller.

e. It is the two-way flow of communication between a buyer and a seller. ch. 17

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

e. YouTube ch. 3

Tasha was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Tasha was told this was standard practice for the siding company. If the customer takes legal action for this, who is most likely liable? Select one: a. the customer for not checking the order more carefully b. no one because this would be considered a victimless crime c. Tasha's boss only, since he told her to do it d. Tasha only, because she wrote the order e. both Tasha and the siding company because both intentionally misled the customer

e. both Tasha and the siding company because both intentionally misled the customer ch. 19

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. Select one: a. Brand association b. Cognitive association c. Product familiarity d. Marketing recall e. Brand awareness

e. brand awareness ch. 17

When firms set prices similar to those of competitors, they are following a strategy of Select one: a. industry-standard pricing. b. me-too pricing. c. copycat pricing. d. market-broadening pricing. e. competitive parity.

e. competitive parity ch. 14

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

e. consumers are unlikely to buy products they are not aware of. ch. 17

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

e. create interest among consumers, persuading them to investigate further. ch. 17 The steps in the AIDA model are awareness, interest, desire, and action.

The Gaps model is designed to highlight those areas where Select one: a. manufacturers are cutting corners on product quality. b. service providers provide the best possible service. c. delivered service exceeds expected service. d. service providers know more than their customers. e. customers believe they are getting less or poorer service than they should.

e. customers believe they are getting less or poorer service than they should ch. 13

Marketers can take advantage of the variable nature of services by Select one: a. expanding the standards gap. b. strict standardization. c. offering to expedite intangibles. d. merging services with products. e. customizing services to meet customers' needs.

e. customizing services to meet customers' needs. ch. 13

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

e. decoding ch. 17

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

e. delivery ch. 13 Due to the human element, there is almost always variability in service delivery, in which service sometimes fails to meet the firm's standards. This is the delivery gap.

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

e. develops plans for meeting with the customer. ch. 19

Salespeople should be evaluated and rewarded only for those activities and outcomes that Select one: a. reduce manufacturing costs. b. cut into competitors' sales. c. generate the most income. d. increase the number of customers. e. fall under their control.

e. fall under their control ch. 19

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

e. get consumers' attention ch. 18

Gerald has a number of customers for his lawn care service who never question his bill but expect their lawns to be perfect. These customers do not want low prices, they want Select one: a. cross-price discounts. b. a target return. c. fixed costs. d. a sales orientation. e. high value.

e. high value ch. 14

The term "trade deficit" refers to Select one: a. the sum of all goods and services handled in a country. b. an indicator of the quality of life in a country. c. a level of population growth that affects exports. d. a country that exports more goods than it imports. e. higher levels of imports than exports.

e. higher levels of imports than exports. ch. 8 A trade deficit refers to a situation where a country imports more goods (in terms of dollar value) than it exports.

Food preparation, lawn maintenance, and house cleaning services are all examples of Select one: a. services an aging population will decrease their demand for. b. the ability of empowerment to create tangible service products. c. services shifted abroad because costs are lower in developing countries. d. the price elasticity effect on services demand. e. household maintenance activities that people increasingly pay others to perform.

e. household maintenance activities that people increasingly pay others to perform. ch. 13

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on Select one: a. the quality of his kayaks. b. how much consumers like him. c. whether he can gain commitments from manufacturers for complementary products. d. how much money he spends. e. how well he can identify his target audience.

e. how well he can identify his target audience ch. 18

Sean moved to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as Select one: a. intangibility. b. professional competence. c. perishability. d. variability. e. inseparability.

e. inseparability ch. 13

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

e. joint venture ch. 8

A __________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations. Select one: a. communication b. seniority c. standards d. delivery e. knowledge

e. knowledge ch. 13

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

e. match the medium and the objectives ch. 18

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

e. media sharing ch. 3

Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use __________ to generate leads. Select one: a. trade shows b. customer complaints c. current customers d. the Internet e. networking

e. networking ch. 19

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

e. one ch. 17 Marketers measure the frequency of exposure—how often the target audience is exposed to a communication within a specified period of time.

Because there are only a few firms in markets with oligopolistic competition, Select one: a. government often encourages consolidation to reduce the number of competitors. b. the many competitors will focus on product differentiation. c. everyone is a price taker. d. producers do not have to consider the reactions of rival firms. e. price wars may occur.

e. price wars may occur. ch. 14

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on Select one: a. discount pricing for students taking more than twelve credit hours. b. the great variety of classes offered. c. the number of Nobel Prize winners on the faculty. d. the higher average salaries earned by college graduates. e. providing classes at convenient times and offering online courses.

e. providing classes at convenient times and offering online courses. ch. 9

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

e. quickly build sales and market share ch. 14

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

e. quota ch. 8 Quotas are quantity limits applied to imported goods, to minimize their impact on competition faced by domestic producers by preventing the imported goods from satisfying more than a small amount of demand for the product.

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. Select one: a. transmitter b. medium c. sender d. communication channel e. receiver

e. receiver ch. 17

Brad always buys and uses Nike brand golf balls. If he finds a Titleist or Callaway ball in the rough, he gives it away. Brand loyal golfers like Brad allow Nike to charge a higher price and not lose many sales. By building a strong brand, Nike has effectively Select one: a. focused on the competitive parity point for its products. b. shifted the golf ball market from a monopoly to pure competition. c. increased the income effect for its products. d. increased the cross-price elasticity for its products. e. reduced the price elasticity of demand for its products.

e. reduced the price elasticity of demand for its products. ch. 14 Brand loyal customers like Brad are less sensitive to price increases. The more such customers exist in a market, the less price elastic demand will be.

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

e. reducing the price elasticity of demand. ch. 14 Brand loyal customers are less sensitive to price increases. The more such customers exist in a market, the less price elastic demand will be.

If marketing communications are effective, they will Select one: a. include all steps of the AIDA model with equal weighting to each step. b. minimize the number of communication channels used by the firm. c. offset any negative publicity the firm may have received. d. generate interest in the product in over half the consumers reached. e. result in purchases by some consumers receiving the communications.

e. result in purchases by consumers receiving the communications. ch. 17

When the delivery of a service fails to meet customers' expectations, a __________ gap exists. Select one: a. knowledge b. communication c. standards d. production e. service

e. service ch. 13 The Gaps model identifies four service gaps: the knowledge, standards, delivery, and communication gaps. In any given situation, one or more of these service gaps may be causing deficiencies in delivered service.

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

e. she could not meet a rapid rise in demand. ch. 14

Charging a relatively high price for new and innovative products to those consumers most willing and able to pay the high price is called price Select one: a. penetration. b. referencing. c. fixing. d. bundling. e. skimming.

e. skimming ch. 14

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

e. soybeans ch. 14 Pure competition refers to a market in which firms provide similar, undifferentiated products. This includes commodities like soybeans, salt, and sugar.

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

e. the income effect ch. 14

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

e. the media environment has become more complicated. ch. 17

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the USP b. the conversion rate c. the media mix d. the click rate e. the total GRP

e. the total GRP ch. 18

In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn't overlap with anything else represents Select one: a. unknown customer needs/wants that the firm does not understand. b. the firm's value proposition. c. competitors' value propositions. d. low-priority needs and wants that customers are willing to give up. e. unmet customer needs/wants.

e. unmet customer needs/wants ch. 9 The portion of the customer needs/wants circle that doesn't overlap with anything represents customer needs/wants that are at present unmet by any offering. These represent an opportunity to serve the customers by meeting these needs.

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine Select one: a. what income brackets their customers are in. b. how old their customers are. c. which customers have young children. d. where their customers live. e. what their customers need.

e. what their customers need ch. 9