Marketing Exams 1-4
Arnold and Erin are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. a. direct mail b. radio c. television d. newspaper e. outdoor
C
The focus of personal selling is shifting from selling a specific product to a. team selling. b. CRM selling. c. building long-term relationships with customers. d. social media selling. e. enhancing the firm's image.
C
ThrowBackGames offers free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of a. stimulating demand. b. identifying prospects. c. encouraging product trial. d. creating awareness. e. reducing sales fluctuations.
C
A US Airways flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty US Airways flight from Chicago to Phoenix. This is an example of what kind of service pricing? a. Upfront b. Customer-based c. Bundled d. Demand-based e. Supply-based
D
A valid study a. results in a causal relationship between the independent and dependent variables. b. uses random sampling. c. verifies expected results. d. measures what it is supposed to. e. portrays the population being studied.
D
After direct marketing, the next slightly longer marketing channel adds a(n) a. producer. b. consumer. c. agent. d. retailer. e. wholesaler.
D
Once a company makes a long-term commitment to a foreign market that has a promising political and economic environment, which of the following options then emerges as a possibility? a. Exporting b. Limited exporting c. Licensing d. Direct ownership e. Joint venture
D
One of the most important benefits of e-marketing is the ability of marketers a. and vendors to share resources. b. and competitors to share information. c. and customers to obtain digital information. d. and customers to share information. e. and government regulators to share information.
D
The three major categories of influences on the consumer buying decision process are a. situational influences, social influences, and psychological influences. b. situational influences, demographic influences, and psychological influences. c. social influences, situational influences, and marketer-dominated influences. d. demographic influences, situational influences, and marketer-dominated influences. e. marketer-dominated influences, psychological influences, and person-specific influences.
A
Verizon implements a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations? a. Market b. Development c. Sales d. Production e. Social
A
When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using a. cause-related marketing. b. promotion. c. charitable promotion. d. charity marketing. e. integrated marketing communications.
A
The International Company needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information. a. exploratory; secondary b. primary; secondary c. primary; exploratory d. descriptive; primary e. descriptive; secondary
B
The United States Army purchases uniforms from a single supplier. For the last 25 years, the trousers purchased from this supplier have not changed and have been bought every six months, in seven different sizes. This example is called a a. new-product purchase. b. straight rebuy. c. repetitive purchase. d. modified rebuy. e. standard order.
B
The buildup approach measure of sales potential a. does not use sales estimates. b. starts with forecasts about demand for a specific product within a relatively small area. c. is seldom employed by industrial firms. d. starts with broad estimates of general economic activity. e. ends with an estimate of a single firm's sales of a specific product.
B
The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of ____ pricing. a. psychological b. differential c. professional d. promotional e. price-line
B
The marketing concept focuses on a. creating maximum visibility for the firm. b. satisfying customers' needs in a way that helps to achieve organizational objectives. c. maximizing market share in a way that helps to achieve organizational objectives. d. maximizing sales in a way that helps to achieve organizational objectives. e. achieving the goals of top executives.
B
The objective of sampling in marketing research is to a. obtain responses from as many people as possible. b. select representative units from a total population. c. provide data that can be used to test the hypotheses being investigated. d. control independent variables that might influence research results. e. ensure that measures in the study are reliable.
B
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. media platform. b. advertising plan. c. media plan. d. advertising message. e. advertising appropriation.
C
The two basic types of sampling that marketing researchers use are a. even and odd. b. stratified and quota. c. random and nonrandom. d. planned and spontaneous. e. probability and nonprobability.
E
A company's customers, employees, shareholders, suppliers, governments, communities, and competitors comprise its a. stakeholders. b. marketing mix. c. stockholders. d. target market. e. public.
A
Apple makes its computers available through its own stores, its website, and some major retailers. This is an example a. multichannel distribution. b. vertical integration. c. horizontal integration. d. tying agreements. e. exclusive dealing.
A
Hair stylists find it challenging to standardize their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services? a. Inseparability b. Perishability c. Intangibility d. Homogeneity e. Heterogeneity
A
The amount of money received through wages, rents, investments, pensions, and subsidies is called a. income. b. wealth. c. discretionary income. d. prosperity. e. credit.
A
The psychographic variable that includes numerous characteristics related to people's activities, interests, and opinion is a. lifestyle. b. motive. c. social class. d. stage in family life cycle. e. personality.
A
Which of the following statements does not apply to convenience goods? a. Consumers are brand loyal to convenience products and are not likely to substitute other brands. b. Colas, gasoline, and bread are good examples of convenience goods. c. Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. d. Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. e. Convenience products require minimal shopping effort.
A
Which of the following would be considered an institutional buyer? a. The United Way b. Apple Inc. c. City of Greenville d. The Environmental Protection Agency e. Walmart
A
Which of the following would be used in setting the price of a new product if considerable competition is expected? a. Penetration pricing b. Odd-number pricing c. Psychological pricing d. Reference pricing e. Price skimming
A
Marketing facilitates exchange relationships between buyers and sellers. What is marketing's intended outcome for this relationship? a. Profits for the seller b. Satisfaction for both the buyer and seller c. A good bargain on the product for the buyer d. Reducing the seller's inventory e.One party having to compromise in the exchange
B
Miss Moo produces a line of milk products that are lactose-free. The milk comes in pint, quart, and half-gallon cartons, as well as 18-ounce glass bottles. Miss Moo sells its pint cartons to school systems, its quart and half-gallon cartons to grocery stores, and its glass bottles to vending machine operators. Miss Moo appears to use a(n) _____ strategy in marketing its product to a target market that is likely to be _______. a. undifferentiated; heterogeneous b. differentiated; homogeneous c. undifferentiated; homogeneous d. concentrated; heterogeneous e. differentiated; heterogeneous
B
The purchase of products from a foreign source is called a. licensing. b. importing. c. venturing. d. exporting. e. dumping
B
Retailers play a major role in creating all of the following except a.form utility. b.possession utility. c.spatial utility. d.place utility. e.time utility.
C
The U.S. Army recruits soldiers based on the slogan, "Army Strong," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs? a. Physiological b. Social c. Self-actualization d. Safety e. Esteem
C
An evaluation performed before an advertising campaign begins is a a. posttest. b. consumer exam. c. recall test. d. pretest. e. recognition test
D
The major levels of intensity at which a company can choose to distribute its products are ____ distribution. a. intensive, extensive, and exclusive b. selective, cooperative, and conflicting c. vertical and horizontal d. exclusive, selective, and intensive e. cooperative, conflicting, and integrated
D
The most significant factor influencing a buyer's level of involvement is a. cognitive dissonance. b. social media. c. price. d. risk. e. product attributes.
D
Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product? a. Process materials b. Component parts c. Accessory equipment d. Installations e. Raw materials
D
______ is(are) an essential consideration for business customers because it influences operating costs and costs of goods sold. a. Personal selling b. Product specifications c. Distribution d. Price e. Services
D
Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of a. interactivity. b. connectivity. c. accessibility. d. addressability. e. control
E
When products are introduced into one nation from another, acceptance is far more likely a. when bribes are paid to local officials to aid distribution. b. if packaging is adjusted to match local preferences. c. when retailers are given incentives to push the products. d. if prices are set very low. e. if there are similarities between the two cultures.
E
Brad Glickman of WP International, a major marketer of word-processing software, calls the secretary of Raine Dorchette, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The secretary plays the role of ____ in this purchase decision. a. gatekeeper b. order giver c. buyer d. buying center captain e. decider
A
Cranson Paint Manufacturing Company buys the chemicals it needs for producing its products from a chemical producer, Roth Chemicals. In this instance, the chemicals are being distributed to Cranson through which of the following types of channels? a. Direct distribution b. Producer c. Retail d. Wholesaler-sponsored e. Industrial distributor
A
Facing competition from Walmart as a low-cost retailer, Target has updated its _____ to be a mass merchandiser of inexpensive yet chic goods. To accomplish this, it has entered into design partnerships to offer low-cost goods made by famous designers. a. retail positioning b. target customer c. atmospherics d. product mix width e. product mix depth
A
Firestone is a manufacturer and marketer of tires for new passenger cars. In recent years, the company's business has declined because of the overall decrease in consumer demand for new cars. In this case, the demand for Firestone's tire products is said to be ____ since it depends on the demand for new cars. a. derived b. nonderived c. fluctuating d. inelastic e. elastic
A
If Princess Cruise Lines increased the price of its seven-day cruise package by 10% and, as a result, experienced a 20% decline in customer bookings, Princess's demand would be a. elastic. b. steady. c. marginal. d. prestige. e. inelastic.
A
If a product has an inelastic demand and the manufacturer raises its price, a. total revenue will increase. b. total revenue will decrease. c. the demand will become more inelastic. d. quantity demanded will decrease. e. the demand schedule will shift.
A
McDonald's golden arches are a classic example of a a. trademark. b. brand name. c. brand mark. d. brand. e. brand symbol.
C
In a franchise agreement, which of the following is a franchisee not responsible for? a. National advertising campaign b. Operation of the franchise c. Maintenance of location d. Royalty and advertising fees e. Franchise fee
A
A Macy's manager designs the casual clothing department such that one of Macy's private label pairs of jeans, priced at $24.99, is positioned next to a national brand of jeans, such as Levis, priced at $39.99. What is the manager attempting to accomplish? a. Odd-number pricing strategy b. Reference pricing strategy c. Everyday low prices strategy d. Special-event pricing strategy e. Price skimming strategy
B
A business partnership between a domestic firm and a foreign firm is known as a. an international partnership. b. a joint venture. c. licensing. d. exporting. e. a multinational enterprise.
B
A major determining factor in deciding which type of decision-making process should be used depends on the individual's intensity of interest in a product and the importance of the product for that person. This is known as an individual's a. motivational structure. b. level of involvement. c. evaluative criteria. d. cognitive dissonance. e. routinized response behavior.
B
A marketing manager for a small laptop manufacturer is analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that influence(s) the firm's strategy. a. operating situation b. marketing environment c. economic conditions d. trends e. surroundings
B
All of the following are marketer-dominated sources of information except a. salespeople. b. friends. c. displays. d. packaging. e. advertising.
B
Which of the following is an example of a behavioristic segmentation variable? a. Age b. Usage rate c. Family size d. Climate e. Personality characteristics
B
The ____________ section of the marketing plan states what the company wants to accomplish through marketing activities, using a(n) ___________ of where the firm stands in the market. a. marketing objectives; SWOT analysis b. environmental analysis; SWOT analysis c. SWOT analysis; marketing concept d. marketing strategies; implementation timetable e. marketing objectives; performance evaluation
A
The newest version of a product like Bose headphones is likely to use _____, while the new version of Red Bull is likely to use _____ . a. price skimming; penetration pricing b. penetration pricing; price skimming c. psychological pricing; penetration pricing d. price skimming; promotional pricing e. price skimming; psychological pricing
A
Walmart is currently expanding its stores into Canada and Mexico. This expansion is being facilitated by the a. North American Free Trade Agreement. b. Pacific Rim Unification Act. c. International Retail Alliance Association. d. Latin American Free Trade Association. e. European Union.
A
What should marketers do to promote the consistency and reliability of their services most effectively? a. Train employees and develop standard procedures for dealing with customers b. Limit the number of employees in their organization c. Perform as much of the service as possible before the customer arrives d. Require employees to be shining, happy people all day long e. Encourage employees to be creative in solving customer issues and complaints
A
When influencers fail to disclose a connection to a brand they promote, they may be charged with a. deceptive advertising. b. online fraud. c. misappropriation of intellectual property. d. identity theft. e. extortion.
A
As Georgina enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't know that this type of app for cars was available. Based on this information, she is now in what stage of the product adoption process for this item? a. Evaluation b. Awareness c. Interest d. Adoption e. Trial
B
Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process. a. concept testing b. business analysis c. screening d. test marketing e. product development
B
Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume? a. Direct marketers b. Discount stores c. Warehouse showrooms d. Department stores e. Traditional specialty retailers
B
When Hunter Ceiling Fans buys electrical wire for use in producing its ceiling fans, Hunter is part of what type of market for electrical wire? a. Consumer b. Resale c. Business d. Wholesale e. Customer
C
Aldi's and Dollar General stores have been expanding their footprint across the United States, opening new locations and competing against traditional discount and grocery store chains, such as Walmart, Target, Kmart, Kroger, Jewel Osco, and Schnucks. Both Aldi's and Dollar General hope to capture a large proportion of the dollars consumers spend on grocery and general merchandise items and have responded to consumer desires for value and convenience of a smaller store. What type of pricing objective are these stores utilizing? a. Return on investment b. Profit c. Survival d. Market share
D
Based on the work by the Boston Consulting Group, products with a dominant share of the market and good prospects for growth are a. dogs. b. cash cows. c. question marks. d. stars. e. pigs.
D
Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective a. information. b. exposure. c. distortion. d. retention. e. organization.
D
Puma maintains a good deal of control over how its products are promoted, displayed, and sold. Because of this control, Puma would be appropriately described as the channel a. intermediary. b. terminator. c. price leader. d. captain. e. allocator.
D
Carlos Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of non-selling tasks. What compensation method(s) would best fulfill his requirements? a. Salary plus a bonus b. Straight salary c. Combination d. Straight salary plus generous fringe benefits e. Straight commission
E
Uber uses a pricing strategy based on real-time market conditions. It charges less in periods of low demand and more during periods of high demand. Sometimes these prices double or triple during periods of high demand. Uber argues that these higher prices motivate more drivers to pick up passengers, thus increasing the supply of drivers needed to handle the additional demand. This demand-based pricing strategy is an example of a. reference pricing. b. penetration pricing. c. special-event pricing. d. cost-plus pricing. e. dynamic pricing.
E
When Conair adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n) a. aesthetic modification. b. market extension. c. quality modification. d. product line extension. e. functional modification.
E
If all the gas stations in a city collaborated to determine what gas prices should be charged, they would be violating the a. Sherman Antitrust Act. b. Celler-Kefauver Act. c. Clayton Act. d. Robinson-Patman Act. e. Wheeler-Lea Act.
A
Julia was reviewing her bank statement for last month. She had paid her rent, her car payment, electric and phone bills, and made three trips to the grocery. Julia had also bought tickets to an Ariana Grande concert and new clothes to wear to the concert. The money spent on Julia's rent, car, electric, and phone bills was likely from her ____ , while the money spent on the concert tickets and new clothes was from her _____. a. disposable income; discretionary income b. disposable income; savings c. gross income; savings income d. disposable income; net income e. gross income; disposable income
A
Most markets for products are made up of individuals or groups with diverse needs for products and are called ____ markets. a. heterogeneous b. undifferentiated c. differentiated d. homogeneous e. concentrated
A
Panera wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to choose from, which type of sampling method is Panera using? a. Random sampling b. Sampling populations c. Nonprobability sampling d. Quota sampling e. Stratified sampling
A
Pepsi executives realized that more consumers are concerned with health. It has since expanded into the bottled water and bottled juice markets. This is an example of a firm identifying and capitalizing on a a. competitive advantage b. core competency c. strength d. marketing strategy e. market opportunity
A
Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of a. depth of product mix. b. product mix consistency. c. width of product mix. d. a market mix. e. a promotion mix.
A
Product placement in television shows is becoming increasingly important due to a. consumers' greater ability to screen advertisements. b. positive affiliations with highly popular celebrities. c. more stringent regulations that limit television advertising. d. consumers' positive opinions toward product placement. e. consumers' tendency to watch television over movies.
A
Running a big sale in order to generate enough cash flow to pay creditors is typical in a situation in which a firm's primary pricing objective is a. survival. b. keeping the status quo. c. profit. d. recovery. e. market share.
A
Soft drink sales are declining as more consumers are concerned about their health. This represents a change in the __________. As a result, soft drink companies have begun releasing smaller sized soft drinks and soft drinks with less sugar. a. marketing environment b. marketing concept c. marketing task d. product concept e. marketing mix
A
The Panama Jack Company utilizes a special strategy to sell its ECO-shirt line. Its basic promotional tool is the discount. These discounts offered to middlemen for performing certain channel activities are referred to as ____ discounts. a. trade b. intermediary c. noncumulative d. cumulative e. push
A
Which of the following agreements provides a forum for tariff negotiations, reducing trade restrictions, resolution of international trade problems, and ground rules for international trade? a. The World Trade Organization b. The Latin American Free Trade Agreement c. The General Agreement on Tariffs and Trade d. The North American Free Trade Agreement e. The European Union Free Trade Agreement
A
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a. Word-of-mouth communication b. Conversational promotion c. Viral marketing d. Buzz marketing e. Guerrilla communication
A
Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit Internet activities? a. Federal Trade Commission b. Federal Communication Commission c. Federal Bureau of Investigations d. Individual states e. Federal Internet Commission
A
Which of the following regulatory groups is a system of nongovernmental, independent, local regulatory agencies supported by local businesses? a. The Better Business Bureau b. The National Advertising Review Board c. The Chamber of Commerce d. American Marketing Association e. The National Advertising Division
A
____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. a. Advertising agencies b. Promotion experts c. Media companies d. Public relation firms e. Production companies
A
Nate Arnold's Auto Towing Service would best be described as a(n) ____ product. a. durable b. specialty c. convenience d. shopping e. unsought
E
Children often achieve ____ by observing parents and older siblings in purchase situations and then through their own purchase experiences. a. personality b. consumer socialization c. attitude formation d. social class e. role identification
B
Cindy goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Walmart? a. Supermarket b. Superstore c. Discount store d. Hypermarket e. Department store
B
Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their disposable income b. their information searches c. their spending money d. their eating habits e. their shopping partners
B
During his presentation to Mrs. Lynch about a high-end gourmet oven, Fred asks, "Would you prefer black or stainless steel?" This is an example of a a. recommendation. b. trial close. c. follow up. d. closing argument. e. referral.
B
Eliminating a wholesaler from a marketing channel will a. reduce channel conflict. b. not eliminate the functions performed by that wholesaler. c. eliminate the functions performed by that wholesaler. d. lead to lower costs but higher prices. e. cut costs and lower prices.
B
Evan has just been hired as a product manager for a major technology firm. Currently, he is making purchases for his new apartment and upcoming job. His purchase of _____ would most likely be done through extended decision making, while his purchase of ____ would be made through limited decision-making behavior. a. a new suit; a sofa b. flat screen TV; bath towels c. coffee maker; flat screen TV d. coffee maker; groceries e. a toaster; bed sheets
B
For the Christmas season, a major toy retailer decided to donate to Angel Tree, an organization that provides gifts to the families of those who are incarcerated. The retailer claimed that it would donate 10% of the proceeds of all toys sold in the month of December to the Angel Tree organization. This is an example of a. strategic philanthropy. b. cause-related marketing. c. consumerism. d. economic responsibility. e. ethical responsibility.
B
Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a. consumer sweepstakes. b. consumer sales promotion methods. c. consumer incentives. d. trade sales promotion methods. e. buying allowances.
B
Hotels try to price rooms to maximize resources by quickly adapting to changes in demand. Part of this involves anticipating consumer behavior and calculating a number of different factors, including demand for rooms at a particular time period, likely length of stay, types of rooms likely to be requested, etc. It wants to be able to sell rooms at the right price to the right people. This pricing strategy is an example of a. special-event pricing. b. yield management. c. differential pricing. d. price skimming. e. penetration pricing.
B
If Papa John's wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct a. hypothesis development. b. experimental research. c. stratified sampling. d. survey research. e. exploratory research.
B
If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through a. focus groups. b. observation. c. mail surveys. d. mall intercepts. e. personal interviews.
B
If Wilson Sporting Goods faces a standard demand curve that exists for most products, as it raises the price of its tennis rackets, the a. breakeven increases. b. quantity demanded goes down. c. demand increases. d. quantity demanded increases. e. demand remains constant.
B
Internet sites that allow users to share photos, videos, and podcasts are called which of the following? a. Photo-sharing sites b. Media-sharing sites c. Wikis d. Virtual sites e. Video-sharing sites
B
Jordan and Cindy are searching for an apartment. They will most likely engage in which one of the following forms of decision making? a. Routinized response behavior b. Extended decision making c. Impulse buying d. Limited decision making e. Intensive response behavior
B
King Mechanic is a very profitable automobile repair shop. The company is well known for its great service and involvement in the community, but it fails to properly dispose of its used oil as outlined in environmental regulations. King Mechanic is failing in its ____ responsibilities. a. economic b. legal c. philanthropic d. ethical e. strategic
B
Laurel Dudley and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Laurel was annoyed that Seth, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using a. personal interview surveys. b. focus-group interviews. c. group think. d. sampling teams. e. group surveys.
B
Levi Strauss markets its denim jeans in many countries and develops its marketing strategy as if the world were a single market. This approach to selling a standardized product in all countries represents which type of international marketing? a. Exporting b. Globalization of markets c. Licensing d. Accidental exporting e. Limited exporting
B
Marketing is the process of a. delivering a standard of living to a society. b. creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment. c. promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders. d. creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm's objectives. e. focusing on customers' needs.
B
Monsanto just came out with a new genetically modified seed that it believes will increase crop yields. The seed has been modified to withstand drought, and it kills insects that frequently feed on it. This is important especially because insects have begun developing a tolerance for many of Monsanto's genetically modified seeds already out on the market. Because these seeds are new to the market, Monsanto wants to engage in a major integrated marketing communications campaign. It knows that it will have to convince farmers about the advantages of its new seeds and invites some of its major customers to its laboratory to see how the seeds are created. The scientists inform the farmers during the visit about how the seeds will increase their crop yields. This is most likely an example of a. buzz marketing. b. personal selling. c. advertising. d. public relations. e. sales promotion.
B
Nigel is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand a. preference. b. loyalty. c. recognition. d. equity. e. insistence.
B
People for the Ethical Treatment of Animals (PETA) has demonstrated against the sale of coats made of animal furs. PETA's efforts to change shoppers' attitudes represent a ____ force for fur retailers. a. controllable b. sociocultural c. political d. self-regulatory e. technological
B
Samantha is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process. a. perceptual scanning b. routinized response behavior c. limited decision making d. evaluation of alternatives e. extended decision making
B
Stephanie is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time? a. Product mix b. Location c. Scrambled merchandising d. Production depth e. Retail positioning
B
The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its a. production. b. ideas. c. experiences. d. goods. e. services.
B
What is the main problem with using a market test as a forecasting tool? a. Inaccurate b. Expensive c. Unacceptable to consumers d. Difficult to interpret e. Overused
B
When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle. a. stabilization b. maturity c. introduction d. decline e. growth
B
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. advertising. b. sales promotion. c. personal selling. d. public relations. e. guerrilla marketing.
B
When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research. a. descriptive b. exploratory c. analytical statistical d. conclusive e. experimental
B
You work in the marketing department of shoe firm Weasley Inc. Over the past month you have been working with management to revise the company's mission statement and set specific marketing goals for the upcoming year. Today you are meeting with your marketing team and discussing the next step in the strategic planning process. What is this next step? a. Writing up a marketing plan b. Formulating corporate and business-unit strategies c. Evaluating the performance of the marketing strategy d. Analyzing the organization's strengths and weaknesses and identifying its threats and opportunities e. Determining performance standards to analyze the successful implementation of goals
B
A major benefit of using event sponsorship is that it a. provides excellent support for advertisements. b. enhances personal selling efforts. c. can provide large amounts of free media coverage. d. neutralizes the effects of unfavorable public relations. e. is cost-free.
C
Aggressive pricing is typical during the ____ stage of the product life cycle. a. plateau b. introduction c. growth d. decline e. stabilization
C
An organization that decides to buy all of a certain part from the same company is using a. same vendor analysis. b. straight rebuy. c. sole sourcing. d. multiple sourcing. e. single-supplier purchasing.
C
Consumerism is a. the specific development, pricing, promotion, and distribution of products that do not harm the environment. b. President John F. Kennedy's consumer bill of rights. c. the efforts of independent individuals, groups, and organizations to protect the rights of consumers. d. marketers' efforts to contribute to the satisfaction and growth of the communities in which they operate. e. the right to be informed.
C
Designing research procedures that produce reliable marketing data means that a. the procedure may give results that contradict other research studies. b. the procedure must not give results that contradict other research studies. c. others using the same procedure will get almost identical data. d. sampling must be done in a completely random manner. e. the procedure must give results that support the hypothesis.
C
Distribution, price, promotion, and product are all elements of a. a consumer good. b. marketing strategy. c. the marketing mix. d. a target market. e. a business strategy.
C
Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of a. control. b. accessibility. c. addressability. d. connectivity. e. interactivity.
C
During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ____ buyers. a. older b. veteran c. inexperienced d. younger e. wealthier
C
Honeybees are disappearing at an alarming rate, and since they pollinate about a third of all the foods we eat, it is an important concern. That's why Ben & Jerry's launched a microsite to increase the awareness of the issue. In addition, it launched a "Twitcause" campaign on Twitter, raising $7,000 in two days. This example illustrates the positive consequences of a. corporate benevolence. b. green marketing. c. social responsibility. d. ethical responsibility. e. economic responsibility.
C
If China, in an attempt to bolster the sales of its own auto manufacturers, decided to limit the number of automobiles that could be brought in from other countries, China would be using a(n) a. exchange control. b. import tariff. c. quota. d. embargo. e. boycott.
C
Marc works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Marc is most likely employed in a. advertising. b. digital media marketing. c. public relations. d. human resources. e. sales.
C
Marketers use a variety of characteristics to segment markets they are interested in pursuing. When segmenting consumer markets, demographic variables are normally used. All of the following are demographic characteristics used by marketers to segment markets except a. family size. b. social class. c. hometown. d. marital status. e. age.
C
Marketing activities are a. used by all types and sizes of businesses but are not used by nonprofit organizations. b. limited to use by larger for-profit and nonprofit organizations. c. used by all sizes of organizations including for-profit, nonprofit, and government agencies. d. implemented only to increase profits for the organization and to expand the scope of its customer base. e. used by small businesses and small nonprofit organizations the most
C
Matthew McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures. a. judgmental b. objective-and-task c. percent-of-sales d. competition-matching e. arbitrary
C
McDonald's supports and funds Ronald McDonald houses for the families of terminally ill children to stay in to be near their loved ones. McDonald's action demonstrates the fulfillment of ____ responsibility. a. ethical b. legal c. philanthropic d. economic e. societal
C
Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand ____ for Ragu and brand ____ for Prego. a. preference; loyalty b. insistence; recognition c. preference; recognition d. loyalty; preference e. insistence; preference
C
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is a. advertising. b. individual promotion. c. personal selling. d. personal promotion. e. public relations.
C
Pedro's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Pedro is a. screening. b. preapproaching. c. prospecting. d. surveying. e. researching
C
Sadie won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at a. promoting salespeople. b. increasing sales territories. c. motivating salespeople. d. compensating salespeople. e. providing training for the sales force.
C
Seo-yeon is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Seo-yeon's doubt whether she made the right decision occurs during the ___________ of the buying decision process. a. cognitive dissonance phase b. evaluation of alternatives phase c. postpurchase evaluation phase d. purchase phase e. information search phase
C
Sterling is a corn farmer. He sells his corn to stores such as Kroger. What type of competitive structure does Jerry most likely operate in? a. Oligopolistic competition b. Oligopoly c. Pure competition d. Monopolistic competition e. Monopoly
C
The continuum of tangibility goes from ____ on one end to ____ on the other end. a. rational products; irrational products b. mostly service goods; mostly product goods c. service-dominant products; good-dominant products d. easy to see; not easy to see e. pure products; pure services
C
The cost of ____ is usually substantially lower than the cost of ____. a. comparative advertising; new introductory promotion b. stimulating primary demand; stimulating selective demand c. retaining existing customers; acquiring new customers d. personal selling; public relations e. identifying prospects; encouraging product trial
C
What is a primary difference between business and consumer buyers? a. Business purchases are made by one individual whereas families make consumer purchases together. b. Consumer buyers require more product information than business buyers. c. Business buyers generally make larger orders than consumer buyers. d. Repeat sales are more common with consumer buyers than business buyers. e. Consumers primarily buy inexpensive items; businesses only buy expensive items.
C
When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of a. intangibility. b. heterogeneity. c. off-peak demand. d. customer contact. e. inseparability.
C
When marketers at Nabisco met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development? a. Test marketing b. Commercialization c. Idea generation d. Product development e. Business analysis
C
When three buyers purchase the products of three producers, nine transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is a. 15. b. 20. c. 6. d. 5. e. 18.
C
Which of the following characteristics distinguish online media from traditional marketing? a. Experience, networking, and personal contact b. Environment, responsiveness, customization, and affordability c. Addressability, interactivity, accessibility, connectivity, and control d. Social networking, personal contacts, control, and salesmanship e. Dynamic responsiveness, control, friendliness, and attention-getting
C
Which of the following is a strategy of increasing sales of current products in new markets? a. Diversification b. Market share c. Market penetration d. Product development e. Market development
C
Which of the following products is most likely to have its market segment based on age? a. Lipton Iced Tea b. Carpet c. Legos d. Bic pens e. Nike shoes
C
Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a a. marketing program. b. small business. c. strategic business unit. d. diversified corporation. e. profit entity.
C
_______________ are online marketplaces where buyers and sellers from around the world can exchange information, goods, services, ideas, and payments. a. Dealer websites b. Contracting sites c. B2B e-commerce sites d. B2C e-commerce sites e. Online auction sites
C
Candy and Sarah own and operate a small restaurant. On a weekly basis, they go to their local Sam's Wholesale Club to purchase the food items and cleaning supplies they need for their business. With the exception of the volume they purchase and the items' intended use, this grocery shopping trip is identical to a weekly trip by their families to a grocery store. Sam's is serving as a ____ wholesaler for these entrepreneurs. a. specialty-line b. general-line c. truck d. cash-and-carry e. full-service merchant
D
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising. a. offensive b. comparative c. defensive d. reinforcement e. institutional
D
In shopping for a new laptop computer for her master's degree program, Joelle has narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's a. inert set. b. external search. c. awareness set. d. consideration set. e. framing set.
D
Jack spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Jack's a. attitudes. b. personality. c. self-concept. d. lifestyle. e. role.
D
Julie is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Julie can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media. a. addressability b. connectivity c. accessibility d. control
D
Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar coloring and styling for its package. a. producer; house b. generic; store c. distributor; store d. manufacturer; private distributor e. dealer; private distributor
D
Long-term relationships with profitable customers is the key objective of a. distribution channels. b. production oriented firms. c. e-marketing. d. customer relationship management. e. personal selling.
D
New store formats and advances in _______________ are making the retail environment highly dynamic and competitive. a. shopping mall configurations b. product styles and quality c. inventory management d. information technology e. architecture
D
On a break between classes, Linda checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a a. consumer contest. b. lottery. c. game of chance. d. sweepstakes. e. sales contest.
D
One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services. a. heterogeneity b. tangibility c. perishability d. intangibility e. inseparability
D
Stanley works at a large electronics firm. He needs a new type of software and sends in a purchasing request. The request gets approved. Greg works as a purchasing agent and is in charge of selecting the suppliers and negotiating the terms of purchase. However, before he does so he consults with Marcus, an engineer who works in IT and is highly familiar with the latest software. In this case, Stanley is the ___________, Greg is the _______________, and Marcus is the _____________. a. decider; influencer; gatekeeper b. influencer; buyer; user c. decider; gatekeeper; influencer d. user; buyer; influencer e. user; decider; gatekeeper
D
Suppose managers at Mahindra have determined the costs associated with producing hay balers are equal to the price that they charge for the hay balers. This indicates that Mahindra is producing at the ____ point. a. marginal revenue less than marginal cost b. profit margin c. profit maximizing d. breakeven e. competitive price
D
TONI&GUY is a global hairdressing and education business headquartered in England. It has recently opened salons in Mongolia, adding to its numerous salons worldwide. TONI&GUY allows foreign businesspeople to use its name, logo, methods of operation, advertising, and products. In exchange, TONI&GUY receives a financial commitment and an agreement to conduct business in accordance with its standard of operations. TONI&GUY is engaging in a. contract manufacturing. b. exporting. c. wholesaling. d. franchising. e. direct investment
D
The ____ is the difference in value between a nation's exports and its imports. a. export/import ratio b. gross domestic product c. net trade value d. balance of trade e. balance of payments
D
The percentage of a market which actually buys a specific product from a specific company is referred to as that product's a. market position b. strategic segment c. market cut d. market share e. target market
D
The unification of Europe through the European Union (EU) a. means that members of the EU have become more heterogeneous in their needs and wants. b. calls for greater customization of products and attention to regulations and restrictions of European countries. c. required the countries to be segmented into many different markets. d. permits virtually free trade among the member nations of the EU. e. produced the largest single market in the world.
D
When a company has its sales forecasts prepared by management consultants, economists, or college professors, it is using a(n) a. random factor analysis. b. market test. c. external judgment survey. d. expert forecasting survey. e. Delphi technique.
D
Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys? a. Total population surveys b. Focus-group interviews c. Personal interview surveys d. Online surveys e. In-home (door-to-door) interviews
D
Xi Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Xi was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Xi believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed? a. Xi failed to utilize social networks such as Facebook. b. Xi didn't hire an advertising agency. c. Xi didn't spend enough money on digital marketing. d. Xi treated digital marketing like a traditional marketing channel.
D
Zach is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Zach immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the original post continued to spread. Zach does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Zach has failed to realize that a. consumers post much more digital content than marketers do. b. the majority of corporate digital communication is not trusted at all. c. any publicity, even negative, is better than no publicity. d. consumer-generated digital content is often trusted over corporate content. e. bloggers are professionals who rarely get content incorrect.
D
A marketing plan a. is characteristic of production-oriented firms and other mass producers. b. always increases the marketing manager's operating costs. c. produces plans that are short term in orientation. d. restricts the marketing manager's future options. e. provides a framework for implementing and controlling marketing activities.
E
A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) a. lifestyle shopping center. b. off-price mall. c. strip mall. d. neighborhood shopping center. e. outlet shopping center
E
An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n) a. producers' broker. b. industrial distributor. c. sole intermediary. d. channel facilitator. e. manufacturers' agent
E
Collecting information from secondary sources such as business, government, trade, and general-interest publications plays an important role in a. self-regulatory forces. b. environmental analysis. c. procompetitive legislation. d. competitive forces. e. environmental scanning
E
Dell Electronics is very interested in taking advantage of business opportunities in India but does not have access to India's market. Dell has the patent on a low-cost, quality computer system that could assist small businesses in India. Sony Computer, Dell's competitor, is experienced in India's small business market but does not have a computer comparable to Dell's. If Dell and Sony work together to utilize these strengths to seize this opportunity in India, what type of business structure would they likely use? a. Trading company b. Direct ownership c. Licensing d. Exporting e. Strategic alliance
E
General Electric calculates that the total number of light bulbs sold to consumers in the next year by all light bulb producers is 1 billion, given anticipated marketing efforts by the firms involved. This figure represents the industry's a. sales forecast. b. sales potential. c. target growth rate. d. sales objective. e. market potential.
E
If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services. a. complimentary b. bundled c. core d. business e. supplementary
E
If local Shell gasoline stations look at BP stations' prices as the primary method of determining its own prices, Shell is using ________ a. price fixing, which considers competition to be less important than costs. b. competition-based pricing, which considers profit to be the ultimate pricing goal. c. market share pricing, which considers competition to be the ultimate pricing goal. d. price fixing, which considers costs to be less important than competitor's prices. e. competition-based pricing, which considers costs to be less important than competitor's prices.
E
In Singapore, the price of imported Scotch is $30 per glass as opposed to Scotch from Singapore, which is $3. Which of the following do you think accounts for the difference in price? a. Export tariff b. Embargo c. Exchange control d. Balance of trade e. Import tariff
E
Kashi Heart to Heart cereal is aimed at people concerned about their heart health. These people represent the Kashi a. marketing mix. b. marketing strategy. c. marketing tactic. d. consumer advocates. e. target market.
E
Marketing planning and ______ are closely linked in successful companies. a. market share b. production c. communication d. human resources e. implementation
E
Most business buying decisions are made by a. a team of purchasing agents. b. inventory control personnel. c. one person. d. the sales force. e. a firm's buying center.
E
PepsiCo has recognized the significant increase in population diversity within the U.S. soft-drink market. Which one of the following best illustrates the company's integration of this knowledge into its marketing strategy? a. Bonus coupons in Pepsi twelve-packs b. Ads in The New Yorker and Reader's Digest c. Ads aimed at children d. Ads featuring nostalgic Americana e. Ads featuring Hispanic actors and Tejano music
E
Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process. a. defining the issue or problem b. designing the research project c. collecting data d. interpreting research findings e. reporting research findings
E
Rolls-Royce targets a very exclusive high-income market. Toyota, on the other hand, targets economy markets (Yaris), the environmentally-conscious market (Prius), and the higher-income market (Lexus). Rolls-Royce has adopted a ___________ targeting strategy. Toyota has adopted a ______________ targeting strategy. a. differentiated; differentiated b. undifferentiated; differentiated c. concentrated, undifferentiated d. undifferentiated; concentrated e. concentrated; differentiated
E
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as a. competitive. b. defensive. c. pioneer. d. selective. e. comparative
E
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a. sales promotion. b. personal selling. c. social media. d. direct marketing. e. publicity.
E
The objective of inventory management is to minimize inventory costs while a. increasing stockouts. b. facilitating electronic data interchange. c. eliminating safety stock. d. having only enough supplies on hand as needed for production or resale. e. maintaining an adequate supply of goods to satisfy customers.
E
The supply chain begins with______________ and ends with_________________. a. strategy; implementation b. employees; products c. marketing; sales d. production; inventory e. raw materials; customers
E
To attract customers into a store, Safeway advertises its milk at less than cost, hoping that customers will purchase other groceries as well. This pricing strategy is called a. special-event pricing. b. comparison discounting. c. differential pricing. d. price lining. e. price leader pricing
E