Marketing 230 Chapters 7-13
To differentiate their products, companies sometimes emphasize the prodct spport services that they offer. This is especially true when Select one: a. consumers perceive all products in a market to have essentially the same quality, design, and features. b. the company's prices are higher than the competition's. c. the company introduces a new product. d. consumers are willing to pay for product support services. e. the quality of the company's products is inferior to the quality of competing products.
Answer: A Consumers perceive all products in a market to have essentially the same quality, design, and features
Sales usually start to decline during the __________ stage of the product life cycle. Select one: a. beginning of decline b. end of maturity c. end of growth d. beginning of the termination e. beginning of growth
Answer: B End of maturity
Craftsman tools, sold and branded by Sears, is an example of a ________ brand. Select one: a. wholesaler b. regional c. private distributor d. generic e. manufacturer
Answer: C Private distributor
Service industries account for _________ of the gross domestic product of most developed nations. Select one: a. approximately 25 percent b. nearly all c. a small portion d. nearly three-quarters e. more than half
Answer: D Nearly three-quarters
The continuum of tangibility goes from _________ on one end to ________ on the other end. Select one: a. mostly service goods; mostly product goods b. rational products; irrational products c. pure products; pure services d. service-dominant products; good-dominant products e. easy to see; not easy to see
Answer: D Service-dominant products; good-dominant products
Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and Select one: a. late adopters. b. middle adopters. c. nonadopters. d. middle majority. e. innovators.
Answer: E Innovators
Demand for a business product is _______ when two or more items are used in combination to produce a product. Select one: a. inelastic b. partnered c. fluctuating d. derived e. joint
Answer: E Joint
A group of brands that a consumer views as alternatives for possible purchase is called a(n) Select one: a. evoked set. b. evaluative group. c. awareness set. d. evaluation criteria. e. inert set.
Answer: A Evoked set
A run-out policy of product deletion Select one: a. exploits any strengths left in the product. b. raises the price of the product continually to secure as much profit as possible before the product is priced out of the market. c. is an immediate-drop decision. d. occurs when production cannot keep pace with demand because of material shortages. e. lets the product decline without changing the product strategy
Answer: A Exploits any strengths left in the product
Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify Select one: a. family branding. b. individual branding. c. wholesaler branding. d. private branding. e. product brand marks.
Answer: A Family branding
MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets Select one: a. ideas. b. services. c. goods. d. tangible products. e. features
Answer: A Ideas
The four major stages of a product life cycle include Select one: a. introduction, growth, maturity, and decline. b. prosperity, recession, depression, and recovery. c. awareness, interest, trial, and adoption. d. specialty, convenience, shopping, and unsought goods. e. decline, stabilization, exposure, and growth.
Answer: A Introduction, growth, maturity, and decline
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 Select one: a. level of involvement. b. routinized response behavior. c. motivational structure. d. cognitive dissonance. e. evaluative criteria.
Answer: A Level of involvement
Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of Select one: a. line extensions. b. functional modifications. c. product modifications. d. aesthetic modifications. e. product lining.
Answer: A Line extensions
Joe 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 Select one: a. loyalty. b. preference. c. insistence. d. equity. e. recognition.
Answer: A Loyalty
During the introduction stage of the successful product, profits are usually Select one: a. negative and increasing. b. positive and increasing. c. at their highest point. d. negative and decreasing. e. declining.
Answer: A Negative and increasing
Product deletion can best be described as the process of deleting a product from the product mix when it Select one: a. no longer satisfies a sufficient number of customers. b. increases production costs and decreases profits. c. no longer responds to promotional efforts. d. is reviewed negatively by a systematic review board. e. is perceived as a failure by top management.
Answer: A No longer satisfies a sufficient number of customers
An attitude is Select one: a. one's evaluation, feelings, and behavioral tendencies toward an object or idea. b. an internal trait that makes people unique. c. a competence in performing activities. d. a person's behavior caused by information and experience. e. a set of actions that a person in a particular position is supposed to perform.
Answer: A One's evaluation, feelings, and behavioral tendencies toward an object or idea
Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _____________ and those he uses during the trip are called ______________ . Select one: a. search; experience b. experience; credence c. credence; experience d. search; credence e. credence; search
Answer: A Search; experience
Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product? Select one: a. Shopping b. Durable c. Specialty d. Unsought e. Convenience
Answer: A Shopping
Volkswagen purchases upholstery for the interiors of its vehicles from various suppliers. This upholstery must have a set of characteristics that is expressed by Volkswagen. This set is called Select one: a. specifications. b. product features. c. criterion. d. descriptions. e. purchase requests.
Answer: A Specifications
A service is usually offered as part of a bundled package of services with a core service and one or more __________ services. Select one: a. supplementary b. tangible c. auxiliary d. basic e. other core
Answer: A Supplementary
In product modification, the first issue to consider is whether Select one: a. the product is modifiable. b. modification will make the product more consistent with customers' desires. c. modification will provide greater satisfaction to the consumer. d. quality is modified. e. existing customers can perceive that a product modification has been made.
Answer: A The product is modifiable
Why are line extensions more common than new products? Select one: a. They are less expensive and lower-risk. b. They require no market research. c. They are higher risk and more expensive. d. Modifications to existing products are very easy. e. They are guaranteed to succeed in the marketplace.
Answer: A They are less expensive and lower-risk
Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible? Select one: a. Traveler's Insurance umbrella b. Nike swoosh c. McDonald's arches d. Arrows on Wrigley gum packages e. Mercedes Benz emblem
Answer: A Traveler's Insurance umbrella
Which of the following is the best example of a functional modification? Select one: a. Motorola uses a battery that allows its cell phones to charge back up more quickly. b. A smoke alarm is modified to be more sensitive to smoke at farther distances. c. The manufacturer of the primer and sealer, Kilz, introduces an odorless variety. d. Friskies changes the ingredients in its cat food to a taste that is preferred by most cats. e. Campbell;s puts more of a higher-grade chicken in its classic chicken noodle soup.
Answer: B A smoke alarm is modified to be more sensitive to smoke at farther distances
Which of the following is similar for both for-profit and nonprofit marketing? Select one: a. Concern for the entry of competitors into the field b. Ability to use effective marketing activities c. Complexity of the typical distribution channels d. Definition of target markets e. Emphasis on profit as a motive
Answer: B Ability to use effective marketing activites
Morgan is interested in upgrading to a new sofa for her apartment. Morgan looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can't actually sit on the sofa to determine its comfort level. Morgan is able to evaluate the __________ modifications to the sofa, but not the __________ . Select one: a. quality; aesthetic b. aesthetic; functional c. functional; aesthetic d. aesthetic; quality e. functional; quality
Answer: B Aesthetic; functional
Cognitive, affective, and behavioral are the three major components of Select one: a. consumer socialization. b. attitudes. c. lifestyles. d. self-concept e. motives.
Answer: B Attitudes
One disadvantage of test marketing a new product is that Select one: a. the product is distributed on a regional basis. b. competitors may copy the product. c. the results give little indication of the product's future success. d. price, advertising, and packaging cannot be varied from market to market. e. it might fail before it can be commercialized.
Answer: B Competitors may copy the product
The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the _________ stage. Select one: a. growth b. decline c. introduction d. reorganization e. maturity
Answer: B Decline
In general, differences between goods and services are determined by the Select one: a. degree of labor intensiveness. b. degree of tangibility. c. type of provider. d. type of target market. e. degree of consumer contact.
Answer: B Degree of tangibility
Which of the following should be the least important concern for marketers when selecting a brand name? Select one: a. Designing a name that can be used in all different types of media b. Developing an advertising campaign to introduce the name c. Positively suggesting the product's major benefits d. Choosing a name that is easy to say and recall e. Checking to see if the name is already trademarked by another company
Answer: B Developing an advertising campaign to introduce the name
All of the following are major steps in developing new products except Select one: a. screening. b. evaluation of competitors' efforts. c. idea generation. d. test marketing. e. business analysis
Answer: B Evaluation of competitors' efforts
All of the following are marketer-dominated sources of information except Select one: a. packaging. b. friends. c. displays. d. salespeople. e. advertising.
Answer: B Friends
Compared with consumer goods, marketers aiming at business customers Select one: a. do not need to select target markets. b. have an enormous amount of information available concerning potential customers. c. have more difficulty in estimating customers' purchase potentials. d. are restricted in the types of promotion they can use. e. have more difficulty in determining where their customers are located.
Answer: B Have an enormous amount of information available concerning potential customers
Because of a service's ___________________, standardization and quality are difficult to control. Select one: a. homogeneity b. heterogeneity c. perishability d. inseparability e. intangibility
Answer: B Heterogeneity
R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy? Select one: a. Line family b. individual c. Family d. Brand extension e. Generic
Answer: B Individual
A customer must have a particular brand and will accept no substitutes. This is termed brand Select one: a. requirement. b. insistence. c. recognition. d. preference. e. loyalty.
Answer: B Insistence
Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and Select one: a. service assistance. b. MRO supplies c. computer programming and operation services. d. specialty industrial products. e. production activities.
Answer: B MRO supplies
Which of the following statements about business buying is false? Select one: a. Business marketers must often sell their products in large quantities to make profits. b. Orders in business markets tend to be smaller than those placed in consumer markets. c. Business purchases are usually made on the basis of contracts. d. Business marketers prefer not to sell to customers who place small orders. e. Most business purchases are made by committee.
Answer: B Orders in business markets tend to be smaller than those placed in consumer markets
Business markets are typically divided into four categories. These categories are Select one: a. producer, manufacturer, reseller, and government. b. producer, reseller, government, and institutional. c. reseller, retailer, government, and institutional. d. manufacturer, wholesaler, retailer, and services. e. retailers, wholesalers, services, and nonprofit firms.
Answer: B Producer, reseller, government, and institutional
In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to Select one: a. make the appearance of their facilities consistent with their promises to customers. b. promise too much and cause customer expectations beyond what they can deliver. c. promise less than they can actually deliver and keep customers away. d. make the quality of their services too tangible in the eyes of the customer. e. deliver on these promises and risk financial losses and the success of the company.
Answer: B Promise too much and cause customer expectations beyond what they can deliver
Because practically all marketers provide some services, __________ typically do not exist in today's business environment. Select one: a. pure service b. pure goods c. service products d. customer services e. tangible-dominant products
Answer: B Pure goods
The three purposes for which individuals or groups can use products in order for it to be considered a business market are Select one: a. making other products, selling to other businesses, making component parts. b. resale, use in daily operations, and direct use in producing other products. c. governmental, institutional, and reseller purposes. d. use in daily operations, end consumption, and resale. e. direct use in producing other products, company travel, and end consumption.
Answer: B Resale, use in daily operations, and direct use in producing other products
A new variety of Doritos is initially introduced in Ft. Worth, Texas; Columbia, South Carolina; Peria, Illinois; and Spokane, Washington. After its initial success, Frito Lay markets the Doritos in those entire states, then the adjacent states, and finally the entire country. Frito-Lay is using a __________ for its new variety of Doritos. Select one: a. mass commercialization b. roll-out approach c. trickle-down approach d. test-market expansion e. multi-stage introduction
Answer: B Roll-out approach
Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many __________ qualities. Select one: a. credence b. search c. experience d. intangible e. assurance
Answer: B Search
The three major categories of influences on the consumer buying decision process are: Select one: a. social influences, situational influences, and marketer-dominated influences. b. situational influences, social influences, and psychological influences. c. situational influences, demographic influences, and psychological influences. d. demographic influences, situational influences, and marketer-dominated influences. e. marketer-dominated influences, psychological influences, and person-specific influences.
Answer: B Situational influences, social influences, and psychological influences
An organization that decides to buy all of a certain part from the same company is using Select one: a. multiple sourcing. b. sole sourcing. c. same vendor analysis. d. straight rebuy e. single-supplier purchasing.
Answer: B Sole sourcing
Which of the following products is an example of a manufacturer brand? Select one: a. Great Value Corn Flakes b. Sony TVs c. Kmart tires d. Safeway tomato sauce e. JC Penny jeans
Answer: B Sony TVs
In most service industries, customer-contact employees are Select one: a. moderately paid personnel with high rates of turnover. b. the lowest-paid and least-trained employees. c. well-trained but have high turnover rates. d. the best trained employees in the organization. e. valued as the most important employees in the organization.
Answer: B The lowest-paid and least-trained employees
Which of the following products is most likely to be purchased on the basis of contract negotiation? Select one: a. Office supplies b. Wheat c. A custom-made bulldozer d. Eggs e. Used cars
Answer: C A custom-made bulldozer
Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be Select one: a. an industrial good b. a specialty good c. an unsought good d. a convenience good e. a shopping good
Answer: C An unsought good
Which of the following is the fastest growing, most affluent subculture in the United States? Select one: a. African Americans b. Native Americans c. Asian Americans d. Hispanics e. Italian Americans
Answer: C Asian Americans
If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name this arrangement is an example of Select one: a. brand extension. b. private branding. c. brand licensing. d. individual branding. e. product continuation
Answer: C Brand licensing
Business products are Select one: a. chosen on the basis of preferences expressed by a business procurement department. b. purchased for personal consumption. c. classified according to their characteristics and intended uses. d. not purchased by non-business organizations. e. purchased for both their functional aspects and their psychological rewards.
Answer: C Classified according to their characteristics and intended uses
A Lenovo laptop that has an "Intel" logo on its keyboard is an example of Select one: a. line family branding. b. brand extension. c. co-branding d. individual branding. e. brand licensing.
Answer: C Co-branding
Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ______ than an unfamiliar brand. Select one: a. preference group b. inept set c. consideration set d. brand group e. loyalty set
Answer: C Consideration set
The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because Select one: a. the spray nozzle has an adjustable valve. b. it has a shape similar to other glass cleaner bottles. c. customers can reuse it for other purposes. d. glass cleaner works on chrome as well as glass. e. its shape is ideal for multiple-unit packaging.
Answer: C Customers can reuse it for other purposes
Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of Select one: a. width of product mix. b. product mix consistency. c. depth of product mix. d. a promotion mix. e. a market mix.
Answer: C Depth of product mix
The marketing channels for services are usually Select one: a. determined by the customer. b. dependent on the geographical location of the consumer. c. direct from provider to customer. d. complex and multifaceted. e. characterized by two to three intermediaries.
Answer: C Direct from provider to customer
During the growth stage of the product life cycle, marketers must Select one: a. increase promotion as a percentage of sales. b. raise the price. c. fortify the product position. d. introduce private brands. e. move to exclusive distribution.
Answer: C Fortify the product position
Services have basic characteristics: Intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and Select one: a. labor-intensiveness. b. homogeneity. c. heterogeneity. d. specialization. e. orientation toward value.
Answer: C Heterogeneity
Demand for business products is also known as ______________ demand. Select one: a. corporate b. derived c. industrial d. business buying e. manufacturing
Answer: C Industrial
Assignment of meaning to organized information inputs is called Select one: a. selection. b. learning. c. interpretation. d. motivation. e. redefinition.
Answer: C Interpretation
Which one of the following countries will not be included in the data presented in the new industry classification system that is replacing the SIC? Select one: a. United States b. Mexico c. Japan d. Canada e. All but one NAFTA country
Answer: C Japan
Twin-packs and six-packs are examples of Select one: a. package bundling. b. group packaging. c. multiple packaging. d. family packaging. e. family branding.
Answer: C Multiple packaging
As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the Select one: a. Fair Packaging and Labeling Act. b. Federal Trade Commission. c. Nutrition Labeling Act. d. Food and Drug Administration. e. Nutritional Content Disclosure Act.
Answer: C Nutrition Labeling Act
Schwinn has developed a new bicycle that has the strongest and lightest-weight frame of any bicycle outside of those made for racing. In addition, Schwinn has added several new features to its bike that are attractive to individuals who work as "bike messengers" in large, urban cities. Since no other company makes a bike that has these specific attributes, Schwinn is creating Select one: a. level of quality. b. a commercialization. c. product differentiation. d. consistency of quality. e. product positioning.
Answer: C Product differentiation
Minerals, chemicals, timber, and agricultural products are considered Select one: a. accessory materials. b. component parts. c. raw materials. d. process materials. e. MRO supplies.
Answer: C Raw materials
All of the following are elements of the inseparability characteristic of services except that Select one: a. consumers are involved in production. b. consumption and production are simultaneous. c. services are easy to standardize and control. d. many services cannot be performed without the customer being present. e. centralized mass production is difficult.
Answer: C Services are easy to standardize and control
Which of the following is the best definition of product features? Select one: a. How a product is conceived, planned, and produced with the necessary functions b. The things a product does that provide benefits to the customer c. Specific design characteristics that allow a product to perform certain tasks d. The physical appearance of a product e. Mechanical efforts or activities a company provides that add value to a product
Answer: C Specific design characteristics that allow a product to perform certain tasks
The United States Navy purchases uniforms from a single supplier. For the last twenty-five 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 Select one: a. standard order. b. repetitive purchase c. straight rebuy. d. modified rebuy. e. new-product purchase.
Answer: C Straight rebuy
A product line is defined as Select one: a. products that an organization makes available to consumers. b. products that can be designated as a unique offering among the organization's products. c. products that are sold by the same firm or a division of a firm. d. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. e. a specific group of products that are offered to the market.
Answer: D A group of closely related products that are considered a unit because of marketing, technical, or end-use considerations
Many manufacturers that produce their own brand Select one: a. use low prices to build their perceived brand quality. b. receive most of their profits from service work. c. also produce generic versions of their products. d. also produce products for private distributor brands. e. sell only to outlets bearing their brand name.
Answer: D Also produce products for private distributor brands
The three major types of reference groups are: Select one: a. advocacy, avoidance, and approach. b. actual, implied, and desired. c. memberships, aspirational, and advocacy. d. aspirational, disassociative, and membership e. family, peer group, and media.
Answer: D Aspirational, disassociative, and membership
What is a primary difference between business and consumer buyers? Select one: a. Consumer buyers require more product information than business buyers. b. Business purchases are made by one individual whereas families make consumer purchases together. c. Consumers primarily buy inexpensive items; businesses only buy expensive items. d. Business buyers generally make larger orders than consumer buyers. e. Repeat sales are more common with consumer buyers than business buyers.
Answer: D Business buyers generally make larger orders than consumer buyers
In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the __________________ . Select one: a. category-specific packaging. b. multiple-category packaging. c. innovative packaging. d. category-consistent packaging. e. selective packaging.
Answer: D Category-consistent packaging
All packaging must at a minimum Select one: a. protect and preserve the contents in the package. b. be tamper-proof and safe for children c. be made out of the most cost-effective materials available. d. comply with the FDA's packaging regulations. e. clearly communicate the contents and the product's benefits.
Answer: D Comply with the FDA's packaging regulations
The members of a venture team (sometimes referred to as a cross-functional team) come from Select one: a. a consulting firm. b. the research and development department. c. the marketing department. d. different functional areas of an organization. e. the production and finance departments.
Answer: D Different functional areas of an organization
After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is Select one: a. the congruence between external and internal searches for product information. b. a function of the manner in which the manufacturer of the product describes its attributes. c. dissatisfaction with the purchase. d. doubts that occur because the buyer questions whether the decision to purchase the product was right. e. the establishment of criteria for comparing products.
Answer: D Doubts that occur because the buyer questions whether the decision to purchase the product was right
A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has express his or her Select one: a. service characteristics. b. consideration set. c. information search criteria. d. evaluative criteria. e. framing characteristics.
Answer: D Evaluate criteria
Barry Gluckman of WP International, a major marketer of word-processing software, calls the secretary of Renee 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. Select one: a. decider b. buying center captain c. order giver d. gatekeeper e. buyer
Answer: D Gatekeeper
In which stage of the product life cycle do profits begin to decrease? Select one: a. Recovery b. Maturity c. Introduction d. Growth e. Decline
Answer: D Growth
When a product experiences an increase in the number of competitors, it is usually in the _______ stage of the product life cycle; however, when that competition becomes intense, it is in the __________ stage. Select one: a. growth; decline b. introduction; maturity c. maturity; decline d. growth; maturity e. introduction; growth
Answer: D Growth; maturity
Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of _________ packaging. Select one: a. multiple b. secondary-use c. category-consistent d. handling-improved e. innovative
Answer: D Handling-improved
According to Maslow's hierarchy of needs, Select one: a. self-actualization needs are the most important needs to be met for most individuals. b. individuals simultaneously try to satisfy all five level of needs. c. levels of needs are different for everyone, and we all try to satisfy them in a different order. d. individuals first satisfy the most basic needs and then try to fulfill needs at the next level up. e. individuals first address needs at the top of the pyramid and then move down to the lower level needs.
Answer: D Individuals first satisfy the most basic needs and then try to fulfill needs at the next level up
When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of ______ packaging. Select one: a. category-consistent b. secondary-use c. "green" d. innovative e. multiple
Answer: D Innovative
Individual influencing factors refer to Select one: a. the power an individual controls in the buying center. b. relationships among those in the firm's buying center. c. uncontrollable environmental forces. d. personal characteristics of individuals in the buying center. e. activities of suppliers.
Answer: D Personal characteristics of individuals in the buying center
Bob Denton of Denton Pest Control buys equipment from Allied Tools because Allied hires him to spray its warehouse for insects periodically. This practice is an example of Select one: a. modified rebuy purchase. b. cooperative selling. c. cost-benefit trading. d. reciprocity. e. supplier agreements.
Answer: D Reciprocity
Select the true statement concerning test marketing. Select one: a. If the product is successful in the test market, then it is ensured of success upon total introduction. b. Large corporations usually launch test-marketing efforts in one small area at a time. c. Test marketing is simply an extension of the screening and developing stages. d. Test marketing is a limited introduction of the product in areas chosen to represent the intended market. e. Test marketing should be conducted after all the marketing mix variables have been finalized
Answer: D Test marketing is a limited introduction of the product in areas chosen to represent the intended market
Inelastic demand simply means that Select one: a. demand depends on how many items are purchased. b. buyers will not make a modified rebuy purchase. c. when supply is reduced, the price will increase. d. when price goes up, demand goes down. e. a price increase or decrease will not significantly change the demand for an item.
Answer: E A price increase or decrease will not significantly change the demand for an item
The three major ways to modify a product include Select one: a. extensions, generations, and upgrades. b. quality, quantity, and design. c. color, size, and quantity modifications. d. styling, product features, and product design. e. aesthetic, quality, and functional changes.
Answer: E Aesthetic, quality, and functional changes
Dannon Yogurt represents what type of product for most consumers? Select one: a. Business b. Shopping c. Durable d. Specialty e. Convenience
Answer: E Convenience
For which of the following products would a consumer most likely use limited decision making? Select one: a. Toothpaste b. Detergent c. Automobile d. Washing machine e. Hair dryer
Answer: E Hair Dryer
Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the _____________ characteristic of services. Select one: a. heterogeneity b. inseparability c. customer service d. perishability e. intangibility
Answer: E Intangibility
The width of a product mix is measured by the number of product Select one: a. dimensions in the product line. b. specialties a company offers. c. features in each brand. d. items in the product line. e. lines a company offers.
Answer: E Lines a company offers
Safeway Supermarkets recently placed an order with the Kahn Corporation for hotdogs. The typical weekly order is for 10 cases; however, since the upcoming weekend includes a holiday, this time Safeway is ordering 100 cases of hotdogs. Safeway orders this product on a regular basis. What type of purchase does this week's purchase represent? Select one: a. standard order. b. Institutional c. New-tas d. Repetitive e. modified rebuy.
Answer: E Modified rebuy
As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of Select one: a. exposure. b. attitude formation. c. motivation. d. learning. e. perception
Answer: E Perception
Product specifications are best described as Select one: a. descriptions of a product. b. comparisons to similar products. c. defective product return policies. d. numbers of quality inspections required. e. physical characteristics and level of quality.
Answer: E Physical characteristics and level of quality
Three major ways in which marketers engage in product differentiation are Select one: a. product support services, product design and features, and product positioning. b. product quality, product support services, and packaging. c. product positioning, product design and features, and product promotion. d. product positioning, product quality, and product management. e. product quality, product design and features, and product support services.
Answer: E Product quality, product design and features, and product support services
Which of the following consumer decision-making processes will probably be used in purchasing toothpaste? Select one: a. Intensive decision making b. Perceptual scanning c. Limited decision making d. Extended decision making e. Routinized response behavior
Answer: E Routinized response behavior
When service companies change high-contact services into low-contact services, the Select one: a. service becomes more expensive to deliver. b. service becomes less standardized. c. quality of the service declines. d. time required to deliver the services increases. e. service becomes less personalized.
Answer: E Service becomes less personalized
Problem recognition occurs when a consumer Select one: a. becomes aware that there is a difference between a desired state and an actual condition. b. recognizes a need and evaluates for information to resolve a problem. c. evaluates her or his purchase. d. searches for information to resolve a problem. e. is exposed to a television advertisement desired state and actual condition.
Answer: A Becomes aware that there is a difference between a desired state and an actual condition
Kleenex Boutique is a ______ of tissues made by the Kimberly-Clark Corporation. Select one: a. brand name b. trademark c. brand mark d. brand identification e. trade name
Answer: A Brand name
The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called Select one: a. concept testing. b. test marketing. c. idea analysis. d. screening. e. customer response testing.
Answer: A Concept testing
Changing people's attitudes toward a firm and its marketing program is Select one: a. a long, expensive, and difficult task that may require extensive advertising campaigns. b. unnecessary, since consumer attitudes are of little importance. c. simple when advertisements are used. d. impossible, even if the firm uses advertisements. e. rarely attempted through the use of marketing practice.
Answer: A A long, expensive, and difficult task that may require extensive advertising campaigns
McDonald's golden arches are a classic example of a Select one: a. brand mark. b. brand. c. brand symbol. d. brand name. e. trademark.
Answer: A Brand mark
The major drawback to using aesthetic modifications is Select one: a. the cost of the modifications. b. the need for redesign of the product. c. that there is no differentiation for the products in the market. d. a possible decrease in market share. e. that the value of the modification is determined subjectively.
Answer: E That the value of the modification is determined subjectively
The group of people within a business who are involved in making business buying decisions is referred to as Select one: a. the new-task team. b. purchasing agents. c. deciders. d. negotiators. e. the buying center.
Answer: E The buying center
Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on Select one: a. newspaper ads. b. a webpage. c. television ads. d. news stories. e. word of mouth
Answer: E Word of mouth
Who judges service quality? Select one: a. The company b. Marketers c. Employees d. Independent raters e. Customers
Answer: E Customers
The development of a person's self-concept is a function of Select one: a. reference groups and opinion leaders. b. roles and family influences. c. learning. d. subcultures. e. psychological and social factors.
Answer: E Psychological and social factors
Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic goupr, and possessions, to group people into Select one: a. geographic regions. b. attitudinal segments. c. family types. d. reference groups. e. social classes.
Answer: E Social classes
In the consumer buying decision process, the information search stage Select one: a. is not necessary when the buyer is involved in extensive decision making. b. occurs immediately after evaluation of alternatives. c. is lengthy for routine response buying behavior. d. involves a buyer becoming aware of the need for a product. e. yields a group of brands that a buyer views as possible alternatives.
Answer: E Yields a group of brands that a buyer views as possible alternatives
When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the _____ stage of the product adoption process. Select one: a. evaluation b. adoption c. awareness d. trial e. interest
Answer: D Trial
A brand manager in a multi product firm would be responsible for Select one: a. branding the products of the firm. b. performance of a specific brand. c. all products in the brand-line group. d. all brands within a product line. e. all brands made by the firm.
Answer: B Performance of a specific brand
Demand-based pricing most closely relates to the ____________________ of services. Select one: a. customer contact aspect b. perishability c. inseparability d. heterogeneity e. intangibility
Answer: B Perishability
What should marketers do to promote the consistency and reliability of their services most effectively? Select one: a. Require employees to be shining, happy people all day long b. Limit the number of employees in their organization c. Encourage employees to be creative in solving customer issues and complaints d. Train employees and develop standard procedures for dealing with customers e. Perform as much of the service as possible before the customer arrives
Answer: D Train employees and develop standard procedures for dealing with customers
During the search for products and evaluating possible suppliers stage of the business buying decision process, marketers sometimes use __________ analysis to examine the quality, design, materials, and possibly item reduction in order to acquire the product in the most cost-effective way. Select one: a. SWOT b. strategic c. cost d. value e. profit
Answer: D Value