Marketing Final Review

A(n)____________ is a tangible physical entity. a. good b. service c. feature d. idea e. attribute

a. good

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the a. advertising message. b. advertising platform. c. media plan. d. target audience objectives. e. advertising objectives.

b. advertising platform.

Thailand wants to increase its trade and economic integration with Cambodia. Which trading alliance will be the most useful in achieving this goal? a. APEC b. MERCOSUR c. ASEAN d. WTO e. GATT

c. ASEAN

The ____ is the difference in value between a nation's exports and its imports. a. export/import ratio b. gross domestic product c. balance of trade d. net trade value e. balance of payments

c. balance of trade

The three major types of nonstore retailing are a. direct marketing, direct selling, and mail-order. b. direct selling, automatic vending, and catalog retailing. c. direct marketing, direct selling, and automatic vending. d. automatic vending, direct selling, and telemarketing. e. telemarketing, door-to-door, and mail-order.

c. direct marketing, direct selling, and automatic vending.

Food King grocery stores offer candy bars in the checkout lanes for $0.99 rather than $1.00. This use of _____ pricing should help increase sales of the candy bars. a. everyday low b. penetration c. odd-number d. premium e. reference

c. odd-number

_____________ are companies that were started with the knowledge and resources to compete in a global marketplace. They are usually small technology companies that quickly establish themselves in international markets. They reach a point where as much as ________ % of their sales come from locations outside the United States. a. Multinationals; 80 b. Global techs; 50 c. Global tigers; 75 d. Born globals; 70 e. International enterprises; 60

d. Born globals; 70

Developing a relationship on the first visit is becoming increasingly important in the _____________ stage of the personal selling process. a. approach b. making the presentation c. overcoming objections d. preapproach e. prospecting

a. approach

George is a marketing research consultant and specializes in qualitative research. He's a member of the Qualitative Research Association and enjoys attending regional and national meetings where he can meet other consultants and participate in workshops to improve his skills. George always finds one to two new books to purchase from the trade show and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to effectively compete for work. George's attendance at these national meetings and his book purchases are motivated by his need of ________ , one of Maslow's hierarchy of needs. a. self-actualization b. esteem c. social d. physiological

a. self-actualization

A store that offers a wide variety of shoes for men, women, and children would most likely be considered a(n) a. specialty retailer. b. off-price retailer. c. warehouse showroom. d. department store. e. category killer.

a. specialty retailer.

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix a. width. b. dimension. c. volume. d. length. e. depth.

a. width.

_______________ are online marketplaces where buyers and sellers from around the world can exchange information, goods, services, ideas, and payments. a. Dealer websites b. B2B e-commerce sites c. Contracting sites d. Online auction sites e. B2C e-commerce sites

b. B2B e-commerce sites

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering? a. Inseparability b. Heterogeneity c. Perishability d. Tangibility e. Intangibility

b. Heterogeneity

Changing people's attitudes toward a firm and its marketing program is a. simple when advertisements are used. b. a long, expensive, and difficult task that may require extensive promotional campaigns. c. impossible, even if the firm uses advertisements. d. unnecessary, since consumer attitudes are of little importance. e. rarely attempted through the use of marketing practice.

b. a long, expensive, and difficult task that may require extensive promotional campaigns.

When marketing researchers consider sampling techniques, they are preparing to collect ____ data. a. census b. primary c. internal secondary d. statistical e. external secondary

b. primary

Less randomness and more difficulty in obtaining a sample size are disadvantages of a. mail surveys. b. social media. c. online experimentation. d. personal interview surveys. e. telephone surveys.

b. social media.

Warner Bros. sells cookie jars, puzzles, photo albums, and other items featuring its popular cartoon characters directly through its own retail outlets. This is an example of a. channel cooperation. b. vertical channel integration. c. horizontal channel integration. d. channel leadership. e. channel conflict.

b. vertical channel integration.

Which of the following is not an advantage of franchising for the franchisee? a. Franchised outlets are usually more successful than independently-owned businesses with respect to long-term survival. b. The franchisee can capitalize on the business experience of others. c. The franchisee gives up a certain amount of control when participating in a franchise agreement. d. The franchisee can participate in national promotional campaigns sponsored by the franchiser. e. When problems arise, the franchisee can obtain guidance and advice from the franchiser.

c. The franchisee gives up a certain amount of control when participating in a franchise agreement.

Which of the following terms refers to consumers' propensity to buy? a. Discretionary income b. Buying power index c. Willingness to spend d. Buying power e. Disposable income

c. Willingness to spend

A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is called a. wheel of retailing. b. scrambled merchandising. c. category management. d. line extensions. e. aggregate management.

c. category management.

Emit Brasil International specializes in all kinds of products manufactured in Brazil. The firm assists global companies with importing and exporting. It also provides consulting assistance and strategic help on international trade. Emit Brasil is most likely a(n) a. importer. b. multinational corporation. c. trading company. d. export department. e. strategic alliance.

c. trading company.

​If a family spends $2,000 a month on goods and services, how much of that $2,000 goes for marketing activities? a. ​$500 b. ​$2,000 c. ​$1,000 d. ​$1,500 e. ​$0

c. ​$1,000

______________ was established in 1967 and promotes trade and economic integration among member nations in Southeast Asia. a. GATT b. MERCOSUR c. WTO d. ASEAN e. APEC

d. ASEAN

Which of the following statements is true about salespeople? a. They do not need to be experts on the benefits of their products. b. They should start selling as soon as they meet a new prospect. c. They should not waste time focusing on competitors' actions. d. They are often the knowledge experts for their firm. e. They should always focus on the sale and not the relationship.

d. They are often the knowledge experts for their firm.

During the duration of an advertising campaign, Sprint ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Sprint used a(n)____ media schedule. a. alternating b. continuous c. flighting d. pulsing e. multimedia

d. pulsing

In New Mexico rainstorms often occur in the summer season (also known as "monsoon season"). Outside of summer, it is not uncommon to find umbrellas at reduced prices. Stores are likely reduce these prices to a. retain loyal customers. b. give customers a good deal. c. encourage product trial. d. reduce sales fluctuations. e. stimulate demand.

d. reduce sales fluctuations.

Andrian Bartello, a salesperson for Lamkin Office Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called a. customer search. b. customer pre-approval. c. customer evaluation. d. preapproach. e. prospecting.

e. prospecting.

Selective demand is demand for a a. particular brand. b. service. c. new product. d. competitor's product. e. general type of product.

a. particular brand.

The verbal portion of an advertisement, including headlines, body, and signature, is called the a. script. b. artwork. c. copy. d. storyboard. e. layout.

c. copy.

Marketers can influence consumers' evaluations by describing alternatives to products and their attributes in a certain manner, a practice known as a. selective exposure. b. bracketing. c. framing. d. selective retention. e. selective distortion.

c. framing

What degree of brand loyalty is the strongest and most desired by marketers? a. Awareness b. Recognition c. Requirement d. Insistence e. Preference

d. Insistence

Michael's, PetSmart, and Staples are all examples of a. off-price retailers. b. superstores. c. traditional specialty retailers. d. discount stores. e. category killers.

e. category killers.

Firestone notices that when the number of tires it sells increases from 1,000,000 to 1,000,001, total revenue rises $35. The $35 represents the firm's a. average total cost. b. price elasticity. c. average revenue. d. average variable revenue. e. marginal revenue.

e. marginal revenue.

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a. Advertising b. Public relations c. Sales management d. Personal selling e. Sales promotion

a. Advertising

During the introduction stage of a successful product, a. advertising messages may focus on differentiating a brand from the field of competitors. b. a typical marketing strategy seeks to position the product favorably against aggressive competitors through emphasizing product benefits. c. more competitors enter the market, driving prices down and creating the need for heavy promotional expenses. d. the initial product price may have to be high to recoup expensive marketing research or development costs, which can depress sales. e. competitors emphasize improvements and differences in their versions of the product.

d. the initial product price may have to be high to recoup expensive marketing research or development costs, which can depress sales

What are the three primary tasks of order processing? a. Order receipt, order delivery, order follow-up b. Order handling, order entry, order delivery c. Materials handling, warehousing, order delivery d. Order handling, inventory management, order delivery e. Order receipt, order checking, order delivery

b. Order handling, order entry, order delivery

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called a. institutional advertising. b. pioneer advertising. c. competitive advertising. d. advocacy advertising. e. comparative advertising.

b. pioneer advertising.

Reference pricing is a. using prices in advertising so that customers will have a point of reference when they come to the retail facility. b. pricing a product at a moderate level and positioning it next to a more expensive model or brand. c. mentioning the price that other retailers charge for the same product on the display for the product. d. using a consumer's internal perceptions of what the appropriate price should be to help price a firm's products. e. listing the manufacturer's suggested retail price on the price tag along with the store's lower price.

b. pricing a product at a moderate level and positioning it next to a more expensive model or brand.

​Organizations should define themselves not according to the products they produce but according to a. ​the abundance of their product selection. b. ​the price of their stock. c. ​how profitable they are. d. ​how they satisfy customers. e. ​how they treat employees.

d. ​how they satisfy customers

If Coca-Cola sets its twelve-pack price to match the price charged by PepsiCo, Coca-Cola is using which of the following pricing methods? a. Demand-based b. Reference pricing c. Cost-based d. Price leader e. Competition-based

e. Competition-based

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a. creating awareness. b. stimulating demand. c. retaining loyal customers. d. encouraging product trial. e. identifying prospects.

e. identifying prospects.

A physical product you can touch is a(n) a. ​idea. b. ​philosophy. c. ​good. d. ​concept. e. ​service.

c. ​good.

Tupperware, Sarah Coventry, Amway, and Avon sell products outside the confines of retail facilities. They are ____ retailers. a. traditional b. discount c. specialty d. home-delivery e. nonstore

e. nonstore

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a. offset competitors' promotional efforts. b. facilitate reseller support. c. stimulate primary demand. d. retain loyal customers. e. reduce sales fluctuations.

e. reduce sales fluctuations.

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a a. count-and-recount allowance. b. merchandise allowance. c. scan-count allowance. d. buy-back allowance. e. scan-back allowance.

e. scan-back allowance.

When Samsung promotes the benefits and strengths of its Samsung brand appliances, it is attempting to build a. new introductory promotion. b. primary demand. c. prospects. d. brand awareness. e. selective demand.

e. selective demand.

When a company has its sales forecasts prepared by management consultants, economists, or college professors, it is using a(n) a. expert forecasting survey. b. external judgment survey. c. market test. d. Delphi technique. e. random factor analysis.

a. expert forecasting survey.

Business decisions made in creating a marketing mix a. ​are unchangeable once they are agreed upon by management. b. ​are only as good as the organization's understanding of the needs of the target market. c. ​usually take place when a strategic window is open. d. ​are made before a target market is identified. e. ​must always be consistent with the firm's opportunities.

b. ​are only as good as the organization's understanding of the needs of the target market.

​One way that Honda evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Honda is a. ​controlling marketing activities. b. ​evaluating actual performance. c. ​setting performance standards. d. ​empowering its employees. e. ​taking corrective action.

b. ​evaluating actual performance.

​Favorable conditions in the marketplace environment that could produce business rewards for the organization if acted upon properly are called a. ​threats. b. ​opportunities. c. ​strengths. d. ​market strategies. e. ​market niches.

b. ​opportunities.

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle. a. market testing b. decline c. maturity d. growth e. introduction

d. growth

Your competition is beating you on price in your most important product market. In response, you decide to launch a new ad campaign focusing your customers on the price attribute of your marketing mix. You need a catchy slogan that conveys the attractiveness of your product's pricing. ​ Which of the following slogans should you use to convey this message most effectively? a. "There Is No Substitute" b. "Growing and Protecting Your Wealth" c. "Every Day You Get Our Best" d. "Always On Time . . . Or You Don't Pay A Dime" e. "Expect More. Pay Less"

e. "Expect More. Pay Less"

Which of the following is the most commonly used type of publicity-based public relations tool? a. News release b. Captioned photograph c. Press conference d. Feature article e. Letter to the editor

a. News release

Which of the following is not an advantage of using coupons? a. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund. b. Print advertisements with coupons are often more effective at generating brand awareness than print ads without coupons. c. Coupons reward current product users, win back former users, and encourage purchases in larger quantities. d. The larger the coupon's cash offer, the better the recognition generated. e. When they are returned, coupons help a manufacturer determine whether it reached the intended target market.

a. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund.

The owner of Mega Motor Bikes is opening a new retail location. Which of the following is most likely to be a fixed cost for Mega Motor Bikes? a. Building rent b. Advertising on Facebook c. Electricity d. Transportation of sold bikes e. Retail personnel salaries

a. Building rent

Which of the following would most likely fall under the responsibility of an advertising agency? a. Copyediting and artwork b. Public relations services c. Legal services d. Developing advertising objectives e. Advertising appropriation

a. Copyediting and artwork

Which of the following statements about customer contact in services marketing is false? a. High-contact services are less expensive to deliver because they are typically equipment based. b. Employee training programs are an effective way to ensure good customer contact and reduce problems. c. The main principle of customer contact is that satisfied employees lead to satisfied customers. d. Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. e. Service employees are important in creating satisfied customers.

a. High-contact services are less expensive to deliver because they are typically equipment based.

_______________ involves developing and maintaining adequate assortments of products to meet customers' needs. a. Inventory management b. Warehousing c. Materials handling d. Logistics e. Order management

a. Inventory management

Which promotional method is most likely to be used in a push policy? a. Personal selling b. Publicity c. Advertising d. Sales promotion e. Public relations

a. Personal selling

In creating the advertising message, which of the following is not recommended when creating a slogan? a. The slogan should be accompanied by a spokescharacter. b. The slogan should be retained for a long period of time. c. The slogan should be memorable. d. The slogan should be backed by a large marketing budget. e. The slogan should be short.

a. The slogan should be accompanied by a spokescharacter.

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called a. brand licensing. b. trademark licensing. c. cooperative branding. d. co-branding. e. brand extension.

a. brand licensing.

One disadvantage of test marketing a new product is that a. competitors may copy the product. b. the product is distributed on a regional basis. c. price, advertising, and packaging cannot be varied from market to market. d. the results give little indication of the product's future success. e. it might fail before it can be commercialized.

a. competitors may copy the product.

The depth of a product mix is measured by the average number of a. different products offered in each product line. b. product features that the company offers. c. specialty products as compared with the number of convenience products. d. convenience products as compared with the number of specialty products. e. different product lines offered by the company.

a. different products offered in each product line.

As sales manager Jerry is trying to find a way to determine optimal sales force size. He knows that one way is determining how many sales calls per year are necessary for the organization to serve customers effectively and then dividing this total by the average number of sales calls a salesperson makes annually. The other method is based on ________________, in which additional salespeople are added to the sales force until the cost of an additional salesperson equals the additional sales generated by that person. a. marginal analysis b. dealer loaders c. commission plans d. economic forecasting e. sales divisibility

a. marginal analysis

Meghara Roberts is an accountant at General Mills. However, she is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Meghara will return to the accounting department. Her present position can be described as a a. member of a venture team. b. market account manager. c. product manager. d. brand manager. e. consulting team member.

a. member of a venture team.

Paulina works at the large corporate headquarters of a multinational company. She is a bit of a clean freak. Every week she cleans her office, including the windows. Her favorite window cleaner to use is Windex. In this case, Windex Window Cleaner is which of the following types of business products? a. Component parts b. MRO supplies c. Process materials d. Accessory equipment e. Installations

b. MRO supplies

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 a. computer programming and operation services. b. MRO supplies. c. production activities. d. service assistance. e. specialty industrial products.

b. MRO supplies.

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called a. preapproach. b. approach. c. overcoming objections. d. prospecting. e. making the presentation.

b. approach

Saffie is a marketing consultant who specializes in small businesses. Her current client is very interested in estimating the costs for the coming year in order to find the breakeven point. Saffie knows this is an important financial statistic because below the breakeven point, the firm is operating a. with minimal variable costs. b. at a loss. c. with fixed costs only. d. with minimal profit. e. with no revenue.

b. at a loss.

The core product element a. can be either tangible or intangible and includes functional, social, and psychological utilities or benefits. b. consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer. c. includes supporting services, such as installation, guarantees, product information, and promises of repair or maintenance. d. provides added value or attributes that are in addition to the core product's utility or benefit. e. includes benefits based on consumers' experiences with the product, which gives symbolic meaning to many products (and brands) for buyers.

b. consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer.

If a product is priced based on how many or how few people want it at a particular time and place, ____ pricing is being used. a. competitive b. demand-based c. peak d. differential e. markup

b. demand-based

The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of ____ pricing. a. price-line b. differential c. promotional d. psychological e. professional

b. differential

A local petrol dealer made an agreement to purchase petroleum from only one petroleum supplier. The petrol dealer was forced into the agreement because the petroleum supplier refused to do business with the dealer unless he agreed to source petroleum solely from that supplier. This is an example of a. restricted sales territories. b. exclusive dealing. c. multichannel distribution. d. tying arrangements. e. refusal to deal.

b. exclusive dealing.

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group. a. innovators b. laggards c. late adopters d. non-adopters e. late majority

b. laggards

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. Homogeneity b. Perishability c. Inseparability d. Intangibility e. Heterogeneity

c. Inseparability

One of the effects of NAFTA is the simplification of country-of-origin rules. This will likely hinder the international trade activities of a. Panama. b. Canada. c. Japan. d. Cuba. e. Brazil.

c. Japan

Which of the following is the most precise, enabling marketers to focus on the most promising sales prospects? a. Publicity b. Public relations c. Personal selling d. Advertising e. Sales promotion

c. Personal selling

If a product's target market consists of millions of people, marketers are most likely to focus promotional efforts on a. advertising and public relations. b. personal selling and sales promotion. c. advertising and sales promotion. d. public relations and sales promotion. e. personal selling and advertising.

c. advertising and sales promotion.

When produce companies such as Dole Bananas bypass wholesalers and sell directly to retailers, it is likely to a. increase cooperation between Dole and the wholesalers. b. show that Dole is integrating its channel intermediaries. c. create channel conflict between Dole and these wholesalers. d. increase the vertical integration of the channel intermediaries. e. create horizontal integration between channel members.

c. create channel conflict between Dole and these wholesalers.

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. quality modification. b. aesthetic modification. c. functional modification. d. market extension. e. product line extension.

c. functional modification.

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. competition-matching b. objective-and-task c. percent-of-sales d. arbitrary e. judgmental

c. percent-of-sales

Gracie orders a dress from J.C.Penney's straight from its website. Marilyn goes to the J.C.Penney's store to purchase the same dress. Gracie is using a _____________ marketing channel, and Marilyn is using a ____________ marketing channel. a. producer-to-retailer-to-consumer; producer-to-agent-to-wholesaler-to-retailer-to-consumer b. producer-to-consumer; producer-to-agent-to-wholesaler-to-retailer-to-consumer c. producer-to-consumer; producer-to-retailer-to-consumer d. producer-to-retailer-to-consumer; producer-to-wholesaler-to-retailer-to-consumer e. producer-to-retailer-to-consumer; producer-to-retailer-to-consumer

c. producer-to-consumer; producer-to-retailer-to-consumer

The most important function of packaging is a. covering the product. b. communicating information to the customer. c. protecting the product and maintaining its functionality. d. offering convenience to customers. e. attracting the attention of the customer.

c. protecting the product and maintaining its functionality.

Lucas walks around behind purchasing agent Claire as she looks at the pamphlet describing Hyster's new conveyor system. Claire stands up and walks to a table on the other side of her office. Lucas follows, but he does not understand the ____ communication Claire is sending. a. tactile b. kinesic c. proxemic d. promotional e. verbal

c. proxemic

Atticus is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Atticus is a ___, one who ___. a. channel member; decodes b. receptor; decodes c. receiver; decodes d. source; encodes e. sender; encodes

c. receiver; decodes

Which of the following is a reason integrated marketing communication is increasingly being accepted? a. Upper management is demanding that marketers use it more. b. It guarantees marketing success. c. It is a way to meet regulatory requirements. d. More precisely targeted promotional tools, like the Internet, are available. e. Consumers want more communications from marketers.

d. More precisely targeted promotional tools, like the Internet, are available.

Myra is attending a Mary Kay free facial event her friend Angie is putting on. After the free facial, Myra agrees to buy some of the products she likes. Before she makes her payment, Angie gives her a form. The form says that if Myra writes down the names and numbers of five friends that Angie can call, she will receive 10% off her next Mary Kay purchase. At which stage is Angie in the personal selling process regarding the form she is asking Myra to fill out? a. Follow up b. Preapproach c. Closing d. Prospecting e. Approach

d. Prospecting

Nick is preparing to evaluate one of his sales representatives, Marissa Hill. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Ignore this problem given that her sales results were good b. Increase her sales quotas c. Decrease the size of her territory d. Recommend that she attend a training program e. Terminate her

d. Recommend that she attend a training program

PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers. Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink? a. There are research and audit services available. b. Testing efforts would not be easily jammed by competitors. c. The city has stable year-round sales of soft drinks. d. Tourism is a major industry in the area. e. Retailers would be cooperative.

d. Tourism is a major industry in the area.

A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances? a. When only one or two channels of distribution are available for products b. When the sales force is large and the marketer is thinking of cutting it down c. When customers are highly concentrated in one geographic area d. When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force e. When the firm wants specialized personnel to follow up the work of the sales force

d. When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or a. freelance advertising consultants. b. a group of multiskilled managers. c. a group of media specialists. d. an advertising agency. e. a "special projects" group.

d. an advertising agency.

When Jamie and Cayden are planning their honeymoon, their travel agent tells them that if they buy a special package, their trip to Paris will include meals, tickets to the theater, and a rental car in addition to airfare and a hotel. This is an example of the use of a. price packaging. b. reference pricing. c. multiple-unit pricing. d. bundle pricing. e. price lining.

d. bundle pricing.

Fernanda is a salesperson for Aeropostale. Her compensation is based on a set salary plus a commission based on sales. Fernanda's compensation is based on a a. straight salary compensation plan. b. salary plus bonus program. c. straight commission compensation plan. d. combination compensation plan. e. cafeteria plan.

d. combination compensation plan.

The necessary interaction between service provider and customer that allows a service to be delivered is called a. relationship marketing. b. service contact. c. service exchange. d. customer contact. e. marketing.

d. customer contact.

When determining how a product is conceived, planned, produced, and even its physical appearance and its specific characteristics, one is really talking about the product's a. design, styling, and level of quality. b. positioning. c. ability to meet customer service needs. d. design, styling, and features. e. level and consistency of quality.

d. design, styling, and features.

The marketing channels for services are usually a. determined by the customer. b. complex and multifaceted. c. characterized by two to three intermediaries. d. direct from provider to customer. e. dependent on the geographical location of the consumer.

d. direct from provider to customer.

Samsung management decided to use skimming as a pricing strategy for its newest line of high-definition television (HDTV) sets. It should be aware that this strategy does not a. protect the firm from covering costs if prices are set too low. b. provide flexibility in the introductory base price. c. reduce the stress that may be placed on the firm's production capabilities. d. discourage competitors from entering the market. e. generate capital to cover research and development costs.

d. discourage competitors from entering the market.

Sainsbury's is a large UK supermarket. The firm's supply chain operates using a number of _______________ to receive, store, and redistribute its many goods. Two of these facilities are used for frozen food. Many of the facilities are designed for the rapid flow of food products. They use automation such as forklifts and hoists to collect and move products to loading docks. a. private warehouses b. public warehouses c. third-party logistics firms d. distribution centers e. megacarriers

d. distribution centers

If Purina forced HEB's grocery chain to place all of its products in the stores' most favorable locations, it would be a. minimizing channel conflict. b. demonstrating sound channel leadership. c. insisting on exclusive exposure. d. exercising channel power. e. creating a coordinate system.

d. exercising channel power.

A run-out policy of product deletion a. occurs when production cannot keep pace with demand because of material shortages. b. lets the product decline without changing the product strategy. c. raises the price of the product continually to secure as much profit as possible before the product is priced out of the market. d. exploits any strengths left in the product. e. is an immediate-drop decision.

d. exploits any strengths left in the product.

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising. a. continuous b. pulsing c. beating d. flighting e. varying

d. flighting

Personal selling is used most commonly in the B2B market as well as in the B2C market for a. mass-market products. b. raw materials. c. personal services. d. high-end products. e. low-price products.

d. high-end products.

If the manufacturer of Cool Whip were to introduce a chocolate-flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of a. functional modification. b. a brand extension. c. a new-to-the-world product. d. line extension. e. quality modification.

d. line extension.

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about a. store image. b. store atmosphere. c. the wheel of retailing. d. location. e. retail positioning.

d. location.

The limitations in using publicity-based public relations tools stem primarily from the fact that a. media personnel consider only unfavorable messages as newsworthy. b. marketers alter the length of publicity releases. c. publicity is never properly managed by media personnel. d. media personnel control the content of the communication. e. it is time-consuming to convince media personnel that the information is newsworthy.

d. media personnel control the content of the communication.

A limited-line wholesaler would be expected to carry a ____ product mix. a. narrow and shallow b. wide c. wide and deep d. narrow and deep e. wide and shallow

d. narrow and deep

The primary function of most wholesalers is to a. provide information system tracking of inventory for the ultimate consumer. b. develop and share database information about customers. c. provide for the unique needs of the individual retailers buying their merchandise. d. perform physical distribution of products from manufacturers to retailers. e. support the needs of the manufacturers and provide them with market information.

d. perform physical distribution of products from manufacturers to retailers.

Demand-based pricing most closely relates to the ____ of services. a. customer contact aspect b. intangibility c. heterogeneity d. perishability e. inseparability

d. perishability

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called a. target marketing. b. advertising. c. sales promotion. d. personal selling. e. public relations.

d. personal selling.

Without wholesalers and other intermediaries, a. products would never be able to make it to the ultimate consumer at any price without passing through intermediaries. b. products would be cheaper because the functions of intermediaries would be eliminated. c. many products would be more expensive because retailers would expect more profit. d. products would likely be more expensive due to the use of less efficient channel members. e. most products would be much less expensive because fewer companies would be handling the product.

d. products would likely be more expensive due to the use of less efficient channel members.

William attends a seminar on just-in-time inventory management. Excited about the idea, he returns to his office at Atlanta Auto Supply to start designing such an inventory system. Which of the following steps must William take as he institutes this change? a. Reduce customer service standard b. Reduce estimates of inventory turnover rate c. Raise the reorder point d. Increase safety stock e. Increase order frequency

e. Increase order frequency

____ provide an effective method of selling small items to customers in remote areas that other wholesalers might find unprofitable to serve. a. Specialty-line wholesalers b. Desk jobbers c. Truck wholesalers d. Cash-and-carry wholesalers e. Mail-order wholesalers

e. Mail-order wholesalers

Oliver is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Oliver stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Oliver was using the a. objective-and-task approach. b. percentage-of-sales approach. c. competition-matching approach. d. executive decision process. e. arbitrary approach.

e. arbitrary approach.

Debbie is interested in measuring the effectiveness of her firm's public relations campaigns. She would like to perform a content analysis of the firm's messages as well as a readership survey. Debbie is most likely performing a a. environmental audit. b. advertising audit. c. public relations audit. d. social audit. e. communications audit.

e. communications audit.

When shopping for products, business customers often prefer to deal with _____, while consumers typically buy from _____. a. online retailers; brick-and-mortar retailers b. large retailers; small retailers c. retailers; online retailers d. channel captains; stores e. manufacturers or channel intermediaries; retailers

e. manufacturers or channel intermediaries; retailers

Heinz promoting its vinegar as an effective cleaner for wall, glass, kitchen, and bathroom surfaces would most likely be a strategy for the ____ stage of the product life cycle. a. decline b. introduction c. growth d. competitive e. maturity

e. maturity

A channel member that markets all of a manufacturer's goods, has authority over price, promotion, and distribution, but does not take title to the product is a a. commission merchant. b. broker. c. manufacturers' agent. d. general-line wholesaler. e. selling agent.

e. selling agent.

A product item is best described as a a. specific characteristic of a product. b. particular brand. c. component of a marketing mix. d. unit of measure for the product. e. specific version of a product.

e. specific version of a product.

Levitz Furniture locates in huge, low-cost buildings; maintains large, on-premises inventories; and offers minimum service. Levitz is a a. catalog showroom. b. department store. c. warehouse club. d. superstore. e. warehouse showroom.

e. warehouse showroom.

Early in the commercialization phase, marketers must make decisions about a. which ideas to further pursue. b. product features and break-even points. c. functionality, safety, and convenience. d. the proposed marketing mix variables. e. warranties, repairs, and replacement parts.

e. warranties, repairs, and replacement parts.

When consumers research products online and then go to an actual store to make their purchase, the practice is known as a. showrooming. b. dual-line retailing. c. digital merchandising. d. digital retailing. e. webrooming.

e. webrooming.

​A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace. a. ​strategic window b. ​market requirement c. ​market opportunity d. ​competitive opportunity e. ​competitive advantage

e. ​competitive advantage

Which of the following differs from other international trade alliances in its commitment to facilitating business and its practice of allowing the business/private sector to participate in a wide range of its activities? a. APEC b. MERCOSUR c. OPEC d. NAFTA e. The Common Market

a. APEC

What is the final step in establishing an implementation timetable? a. Assigning responsibility for completing each activity b. Separating activities to be performed in sequence from those performed simultaneously c. Determining time required for completion d. Identifying the activities to be performed e. Organizing activities in their proper order

a. Assigning responsibility for completing each activity

Elaine is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using? a. Extended b. Selective c. Shopping d. Intensive e. Routinized

a. Extended

John Deere, maker of large construction equipment in the United States, would like to better understand factors that would affect its ability to export its products to various countries. Which of the following forces determine how trade barriers affect John Deere's marketing efforts? a. Political and legal b. Economic c. Industrial and technological d. Technological and legal e. Economic and political

a. Political and legal

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. Strategic alliance b. Exporting c. Trading company d. Licensing e. Direct ownership

a. Strategic alliance

A business advantage of the concentrated targeting strategy for any company is that it a. allows a firm to develop a special marketing mix for a single market segment. b. requires less intensive analysis of customers' characteristics and needs. c. allows a firm to utilize all of its production capacity. d. requires less market research and information. e. maintains the firm's flexibility in moving into other market segments.

a. allows a firm to develop a special marketing mix for a single market segment.

Zappos collects information about a wide variety of competitive, economic, political, legal and regulatory, technological, and sociocultural forces that affect its marketing activities. This process is called a. environmental scanning. b. environmental analysis. c. survey of environment. d. marketing. e. marketing information processing.

a. environmental scanning.

Sonya wants to buy a new car. She turns to her friend who is a car enthusiast for his recommendation. He tells her Toyota is by far the best brand. Sonya goes to a Toyota dealership. She notices a Toyota Corolla that is at a reasonable price point. However, she likes the fact that the Toyota Camry is a mid-sized car, but it is more expensive. Sonya tries to remember what her friend told her but is having trouble. She starts weighing the benefits of both vehicles in an attempt to make her final decision. The fact that Sonya sought advice from her friend is an example of _________________. Her attempt to weigh the benefits of the vehicles against one another is _______________. a. external information search; evaluation of alternatives b. external information search; internal information search c. pre-purchase evaluation; selective exposure d. problem recognition; evaluation of alternatives e. internal information search; problem recognition

a. external information search; evaluation of alternatives

A marketer that targets customers based on marital status and the presence and age of children is using a. family life cycle. b. lifestyle variables. c. phase of life segmentation. d. behavioristic segmentation. e. psychographic variables.

a. family life cycle.

Northeastern University and Penn State University both offer online MBA programs that are available to students around the world. This is an example of a. globalization. b. nationalization. c. regionalization. d. licensing. e. customization.

a. globalization.

Use the following to answer the questions. The United States believes China is selling its steel products in the U.S. at unfairly low prices. For many years, domestic steelmakers have complained, saying that they cannot compete against the influx of Chinese steel entering the market. China denies that it is engaging in such behavior. However, the United States has announced that imports of Chinese steel products will now be more expensive—in some cases, by as much as 265.79%. American steelmakers believe this is the only way they will be able to compete against Chinese steel imports. Refer to Scenario 8.3. The reason Chinese steel products will be expensive is because the U.S. government is levying __________ against them. a. import tariffs b. an embargo c. quotas d. export duties e. exchange controls

a. import tariffs

When a firm's products sell in foreign countries with little or no effort to obtain foreign sales, the firm is engaging in a. limited exporting. b. global marketing. c. unplanned exporting. d. international marketing. e. product licensing.

a. limited exporting.

Use the following to answer the questions. Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Refer to Scenario 6.2. Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to a. subcultures. b. social classes. c. roles. d. cultural self-concepts. e. social strata.

a. subcultures.

General Motors is a multinational company. In most countries in which it operates, General Motors opens facilities that give it total control over manufacturing and other processes. However, in China General Motors must partner with domestic companies due to legal and regulatory constraints. In these cases, GM owns part of the company, while the domestic firm owns the other part. In most countries, GM engages in ____________, but in China it engages in _______________. a. exporting; strategic alliances b. direct ownership; joint ventures c. exporting; joint ventures d. direct ownership; strategic alliances e. strategic alliances; joint ventures

b. direct ownership; joint ventures

Demand for a business product is ____ when two or more items are used in combination to produce a product. a. inelastic b. joint c. fluctuating d. partnered e. derived

b. joint

Jordan and Cindy are searching for an apartment. They will most likely engage in which one of the following forms of decision making? a. Limited decision making b. Intensive response behavior c. Impulse buying d. Extended decision making e. Routinized response behavior

d. Extended decision making

Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company. Employees have been known to dress up in costume on an airplane, engage in "games" with the passengers, and generally provide a fun atmosphere for traveling. While other airlines have low rates of customer satisfaction, Southwest tends to maintain a high rating with its customers. Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum, adding to the negative experience of airline travel. Southwest keeps its costs low through several methods, one being that they do not serve meals on flights, or provide pre-boarding passes. The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country. Southwest is known for its low fares, its dependability, and its on-time flights. ​Refer to Scenario 2.1. The fact that Southwest Airlines has a history of being able to retain its employees is a(n) ____ in its SWOT analysis. This low turnover creates more knowledgeable and satisfied employees, a potential _______. a. ​strength; competitive advantage b. ​weakness; opportunity c. ​strength; market opportunity d. ​threat; market opportunity e. ​opportunity; competitive advantage

a. ​strength; competitive advantage

Under the terms of the trade agreement CAFTA-DR, the state-run telephone system in Costa Rica was opened up for competition. Now four main companies dominate the telecommunications industry for mobile phones and Internet. The telecommunications industry in Costa Rica went from being a(n) ___________ to a(n) _______________. a. monopolistic competitive environment; oligopoly b. monopoly; oligopoly c. monopoly; monopolistic competitive environment d. pure competitive environment; oligopoly e. oligopoly; monopolistic competitive environment

b. monopoly; oligopoly

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. mail surveys. b. observation. c. personal interviews. d. focus groups. e. mall intercepts.

b. observation

Meyers Sporting Goods, a national chain, has been doing business with Soljur Sports, a manufacturer of skateboards, for several years. Recently, it came to the attention of Meyers' financial director that the average cost per Soljur Sports skateboard had substantially increased over that of the previous year. The financial director asked the marketing department if they knew what the Soljur skateboards cost at competing sporting goods stores, to see if they too were likely hit with a higher cost. The marketing department found that the Soljur skateboards were priced at $15 less in the competing store than at Meyers. The financial director found that Soljur Sports was selling a similar number of skateboards to one of Meyers' competitors for $10 less per skateboard. The attorney for Meyers Sporting Goods immediately filed a complaint with the Federal Trade Commission. Refer to Scenario 3.1. Suppose that a customer has a complaint against Meyers Sporting Goods stores. He files a complaint with the Better Business Bureau. What action could the BBB take against Meyers if the complaint was substantiated and Meyers did not change the offending practice? a. Issue a cease-and-desist order. b. Issue a warning to consumers through the local newspaper. c. Seek a $10,000 monetary penalty. d. Order Meyers to make restitution. e. Seek a $5,000 monetary penalty.

b. Issue a warning to consumers through the local newspaper.

Hayden, a buyer for a medium-sized company, is assessing the value of competing software products for use in his firm. Which of the following would NOT be a customer benefit considered in his determination of this product's value? a. Ease of installation b. Monetary price c. Availability of technical support d. Speed of delivery e. Availability of training assistance

b. Monetary price

When Olivia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Olivia? a. Evaluation of alternatives b. Problem recognition c. Information search d. Purchase e. Prepurchase evaluation

b. Problem recognition

Sociocultural forces in international markets keep marketers busy trying to understand local preferences, tastes, customs, and idioms. The marketer's failure to understand these forces almost certainly leads to failures in the marketing strategies used. Which one of the following statements about the sociocultural forces in international markets is true? a. Buyers' perceptions of other countries do not influence product adoption and use. b. Product acceptance in an international market is more likely if similarities exist between buyer and seller cultures. c. Cultural differences do not affect marketing negotiations and decision-making behavior. d. Cultural differences do not have significant effects on marketing activities. e. Transferring marketing logos, trademarks, and symbols is usually an easy process when entering international markets.

b. Product acceptance in an international market is more likely if similarities exist between buyer and seller cultures.

Heritage Wines has national distribution agreements with wineries across the United States such as Cakebread and Robert Mondavi in Napa Valley, California. Heritage Wines receives their inventory from their winery suppliers and makes the wine available to customers—restaurants, bars, hotels, etc., through their sales representatives and extensive catalog. What type of business market does Heritage Wines represent? a. Producer b. Reseller c. Institution d. Government

b. Reseller

Which of the following is the best example of utilizing technology to improve consumer relationships? a. Surveying customers to determine their needs b. Waiters recording orders on handheld computers c. Requiring dolphin-safe tuna d. Responding to changes in competitors' prices e. Introducing stringent package standards

b. Waiters recording orders on handheld computers

In a buying center, purchasing agents or purchasing managers are also known as a. gatekeepers. b. buyers. c. users. d. deciders. e. influencers.

b. buyers.

Franchising offers all the following benefits for franchisers except a. franchisers can retain control of their name while increasing global penetration of their products. b. the franchisee's revenue stream is fairly consistent because franchisers pay fixed fees and royalties. c. franchisers do not have to put up a large capital investment. d. franchise agreements require a certain standard of behavior from franchisees, which helps protect the franchise name. e. the franchiser's revenue stream is fairly consistent because franchisees pay fixed fees and royalties.

b. the franchisee's revenue stream is fairly consistent because franchisers pay fixed fees and royalties.

Which of the following scenarios involves the distribution element of the marketing mix? a. ​Choosing between a company jet or the airlines for executive travel b. ​Deciding whether or not to have retail outlets in addition to a website c. ​Deciding whether or not a certain product should continue to be sold d. ​Developing a new warranty policy for an existing product e. ​Determining whether an advertising message would be more effective on television or in magazines

b. ​Deciding whether or not to have retail outlets in addition to a website

Which one of the following statements by a company president best reflects the marketing concept? a. ​We believe that the marketing department must organize to sell what we produce. b. ​We have organized our business to make certain that customers get what they want. c. ​We try to produce only high-quality, technically efficient products. d. ​We try to encourage company growth. e. ​We have organized an aggressive sales force in our company to promote our products.

b. ​We have organized our business to make certain that customers get what they want.

Laurent Motors is a family-owned car dealership with two locations in central France. The car dealership markets BMWs and Mini Coopers and provides servicing. Recently, Laurent Motors has been affected by the economic climate in the ________ , which has suffered recently due to a weakening of the currency and the poor financial conditions of several member countries including Portugal, Italy, Greece, and Spain—affectionately known as the PIGS of the Common Market. a. Southern Hemisphere b. United Kingdom c. European Union d. Northern European Commonwealth

c. European Union

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions? a. Reporting research findings b. Locating and defining problems or research issues c. Interpreting research findings d. Collecting data e. Developing hypotheses

c. Interpreting research findings

Communicating with the marketing unit, motivating marketing personnel, and coordinating marketing activities are part of the _____________ component of strategic planning. a. Developing the marketing plan b. Marketing evaluation c. Marketing implementation d. Assessing organizational resources e. Formulating marketing strategies

c. Marketing implementation

Buddy's Smokin' Bar-B-Que restaurant opened in 2014 and struggled to build a customer base for lunch, dinner, or event catering options. When the owners were planning the restaurant, they had projected they would sell 60 to 80 lunches daily with an average lunch price of $8.00 They believed that dinner business would be higher and they would also benefit from their approved liquor license, which could generate between 100 and 120 plates per day at $12 per customer. However, the actual daily lunch and dinner totals were much less and the owners were barely breaking even and wondered if they should close the business. However, Buddy's restaurant began an aggressive marketing effort, offered lunch and dinner specials and promoted the restaurant as a family-friendly place where everyone could enjoy fresh, smoked bar-b-que meats. As a result of their marketing efforts, the restaurant is selling out of its product almost daily and has built a take-away business as well. They are selling 100 lunches daily with an average price of $10 and approximately 200 dinner plates at $15. The restaurant is pleased with the revenue stream they're generating from the restaurant and considering opening a second location or adding space to accommodate more customers at the existing location. Using the data regarding number of plates sold and the average order amount generated, what kind of analysis can the owners of the restaurant perform to assist them in understanding their business opportunities? a. Cost analysis b. Engagement analysis c. Sales analysis d. Advertising analysis

c. Sales analysis

Routinized response behavior is what a consumer does when a. an information search is extensive and may involve consulting with friends and family. b. purchasing an unfamiliar product. c. buying frequently purchased, low-cost items that need little search effort. d. he or she enters the problem recognition stage of the consumer buying decision process. e. buying products that require a moderate amount of time for information gathering and deliberation.

c. buying frequently purchased, low-cost items that need little search effort.

In the process of conducting marketing research, marketers should allow for a. descriptive research to solve general problems. b. statistical analysis during the collection period. c. continual evaluation of the data during the entire collection period. d. no data review during collection; instead, they should wait for later interpretation of research findings. e. periodic review of data during the collection period.

c. continual evaluation of the data during the entire collection period.

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income. Kelly's Kids is using ____ variables to segment its market. a. sociographic b. behavioristic c. demographic d. psychographic e. geographic

c. demographic

Cinthya works for Dell Computers in the purchasing department and has been receiving more orders related to tablet and portable computers compared to desktop computers. She's noticed a significant reduction in the number of monitors the company is manufacturing as well as traditional desktop systems. It seems that fewer individuals are purchasing desktop computers for their home offices and many businesses have switched to portable computers since the workforce prefers the capability to work "on the go" rather than be required to complete work at the office. Therefore, it's likely the demand for desktop computers and monitors is a. inelastic. b. fluctuating. c. derived. d. joint.

c. derived

Nielsen Marketing Research is concerned about using surveys to conduct a marketing research project because a. primary data are so much cheaper and easier to gather. b. survey data collection is highly inaccurate. c. fewer people are willing to participate. d. survey data do not provide in-depth responses. e. the survey method has been replaced by the Internet.

c. fewer people are willing to participate.

In the last several years, the Western part of the United States has faced severe drought conditions with a lack of rain in states such as New Mexico, Arizona, and California. In these communities, Walmart collects rainwater in underground tanks and saves it to water the store's landscaping. In addition, Walmart takes advantage of other opportunities to conserve water. It has installed high-efficiency urinals that reduce water use by 87% compared to the conventional 1-gallon-per-flush urinals throughout all new stores. These high-efficiency toilets use 20% less water compared to allowable EPA standards of up to 1.6 gallons per flush. Based on this information, it seems that Walmart is engaging in a. environmental marketing. b. sustainable marketing. c. green marketing. d. eco-marketing.

c. green marketing.

The total volume of a product, for all firms in an industry, that would be purchased by specific customer groups within a specified time period at a given level of industry-wide marketing activity, is the a. sales objective. b. forecasted sales. c. market potential. d. company sales potential. e. competitor sales potential.

c. market potential.

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. required the countries to be segmented into many different markets. c. permits virtually free trade among the member nations of the EU. d. produced the largest single market in the world. e. calls for greater customization of products and attention to regulations and restrictions of European countries.

c. permits virtually free trade among the member nations of the EU.

Use the following to answer the questions. Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing. Refer to Scenario 4.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling. a. stratified b. representative c. quota d. random e. area

c. quota

Sherwin-Williams Company provides paint and supplies to businesses and individuals through its network of company-owned retail outlets. Sherwin-Williams employs outside sales representatives who make personal calls with prospects and customers in order to gain insight about their needs and persuade them to utilize Sherwin-Williams for their painting projects. Typically, a Sherwin-Williams sales representative will focus his or her efforts on specific customers such as hospital facility managers, apartment complex managers, painting contractors, or education institution facility managers. Sherwin-Williams is utilizing the ______ variable for segmenting business markets. a. geographic location b. product use c. type of organization d. customer size

c. type of organization

A market orientation is an organization-wide effort that includes all of the following activities except​ a. ​generating marketing intelligence for use in the organization. b. ​being responsive to customers' ever-changing wants and needs. c. ​focusing on the marketing department only. d. ​researching customers' needs. e. ​disseminating marketing intelligence across departments within the organization.

c. ​focusing on the marketing department only.

Which of the following lists the levels of involvement in global marketing from the lowest to the highest? a. Limited exporting, domestic marketing, globalized marketing, multinational marketing, regional marketing b. Globalized marketing, multinational marketing, regional marketing, limited exporting, domestic marketing c. Regional marketing, multinational marketing, limited exporting, domestic marketing, globalized marketing d. Domestic marketing, limited exporting, multinational marketing, regional marketing, globalized marketing e. Domestic marketing, globalized marketing, regional marketing, multinational marketing, limited exporting

d. Domestic marketing, limited exporting, multinational marketing, regional marketing, globalized marketing

Use the following to answer the questions. Lil Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 5.1. Which of the following best describes Lil Angels' current approach to the market? a. It is segmenting the market according to product-related variables. b. It is not segmenting the market but is attempting to reach everyone with the product. c. Its market is impossible to reach because of legal constraints. d. It is segmenting the market according to demographic variables. e. It has chosen a segment that is not identifiable and divisible.

d. It is segmenting the market according to demographic variables.

The trade agreement that links Mexico, Canada, and United States into one economic market is called which one of the following? a. European Union b. Central American Free Trade Agreement c. APEC d. NAFTA e. MERCOSUR

d. NAFTA

Use the following to answer the questions. Clayton Homes, a mobile home manufacturer since 1934, introduced its new i-House in 2007. The i-House is one of the first of its kind, designed as an updated, modern version of the modular home, offered as a base home plus add-ons known as "pods." The base home is a one-bedroom, one-bath, 734-square-foot version at a price of around $80,000. There is also a 1,000-square-foot version for around $100,000. All versions may add on the additional one-room pods, which are shipped to your location and constructed on site. The homes offer galvanized metal roofing, corrugated steel siding, VOC-free paints, and a "butterfly" roof that collects rainwater. The i-House uses 30% less energy than a similar square-foot home and offers "green" characteristics of solar panels, tankless water heaters, and low-flow faucets. In addition, it comes with bamboo flooring, a renewable resource. The modular, prefabricated design offers endless options for creating the customer's home, and its engineered building system cuts down on construction waste. Due to the "green effects" of the i-House, the state governments have given it a tax abatement for any sales taxes. Refer to Scenario 3.2. The i-House's reduction of energy use, renewable resources as materials, "pod" customization, reduction of construction waste, and tax abatement status is/are examples of reaction to which environmental forces? a. Political, sociocultural, economic b. Sociocultural and economic c. Political and sociocultural d. Political, economic, sociocultural, and technological e. Political and economic

d. Political, economic, sociocultural, and technological

Marketers live in a world of constant change, and their ability to adapt to the pace of change will dictate the degree to which their marketing strategies are successful. Moreover, the changes can come in any or all of the different parts of the marketing environment. Which one of the following statements is true? a. Technological innovations are created only by private companies. b. The self-sustaining nature of technology relates to the fact that the products are increasingly being produced with environment-friendly components. c. Consumers' use of mobile devices to access the Internet has been declining over the last few years. d. The negative effects of technology include concerns over privacy and intellectual property protection. e. We can expect the pace of technological change to slow down as more technology-oriented startups choose to go public and become more conservative with their business strategies.

d. The negative effects of technology include concerns over privacy and intellectual property protection.

Micromarketing is a. marketing efforts that are tightly controlled by high-level executives in the organization. b. developing a very specific marketing mix that will effectively meet the needs of only a small segment of the market. c. creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message. d. a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. e. a way to segment the market to meet the needs of individuals with the same motives and personality attributes.

d. a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets.

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. consumerism. b. economic responsibility. c. strategic philanthropy. d. cause-related marketing. e. ethical responsibility.

d. cause-related marketing.

Marketers must understand a target group's culture if they hope to construct an effective marketing mix for the target group. Culture is the accumulation of values, customs, beliefs, and knowledge the target group possesses. Culture includes tangible items such as _____________. Additionally, culture includes intangible items such as ________________. a. social customs; artwork b. artwork; food c. education; clothing d. clothing; laws e. education; food

d. clothing; laws

Johnson Floors sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a a. marketing information system. b. single-source data. c. marketing decision support system. d. database. e. management information system.

d. database

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. inelastic b. fluctuating c. nonderived d. derived e. elastic

d. derived

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research. a. conclusive b. descriptive c. experimental d. exploratory e. analytical statistical

d. exploratory

Ford Motor Company has received several awards for its designs, quality, and integration of technology in automobiles. Today's automotive consumers are increasingly interested in purchasing vehicles that are technology enabled and offer the driver or passenger the ability to access his or her wireless provider's network, use Bluetooth technology to place calls, play music from his or her smartphone, and utilize GPS technology available on his or her smart device. Prior to offering these add-ons or features to their line of automobiles, Ford utilizes ______ research by assembling a small group of target market customers throughout the world to discuss their needs and how they might utilize new product enhancements. Managers from Ford are present to view the group discussions and observe the interactions among group members as well as the group's moderator. a. conclusive b. survey c. experimental d. focus group

d. focus group

The Environmental Protection Agency (EPA) was established on December 2, 1970, to consolidate in one agency a variety of federal research, monitoring, standard-setting, and enforcement activities to ensure environmental protection for residents of the United States. Since its inception, EPA has been working for a cleaner, healthier environment for the American people and is responsible for providing inspection services and cleanup efforts in the case of contamination or hazards. The EPA is a(n) _____ type of business market. a. reseller b. producer c. institutional d. government

d. government

Special interest groups and regulatory bodies are ____ forces that must be taken into account in international marketing. a. socioeconomic b. social and ethical c. technological d. political and legal e. economic

d. political and legal

The Hilex Poly plastic bags used at Walmart are supplied by Novolex. From Novolex's perspective, Walmart is part of the ___________ market. a. government b. institutional c. consumer d. producer e. reseller

d. producer

Italy currently limits the number of Michael Kors bags that can be imported during a one-year period, since Michael Kors bags are made in New York, USA. This is an example of a(n) a. supply limit. b. import tariff. c. embargo. d. quota. e. exchange control limit.

d. quota.

A representative product taken from a lot or batch, evaluated, and purchased refers to a. description. b. negotiated inspection. c. trust. d. sampling. e. homogeneous selection.

d. sampling.

The FTC can issue a cease-and-desist order, which is an injunction to a. appear before the courts. b. pay for damages caused by negligence of the firm. c. report to the FTC immediately. d. stop doing whatever caused the complaint. e. close down the firm until further notice.

d. stop doing whatever caused the complaint.

You asked your stockbroker to consider buying some shares of Facebook, Inc. for your investment account. But, first you want to review the summary points in the SWOT analysis the stockbroker's firm did on the company. The following summary points were listed in the SWOT analysis: Facebook has a reputation as a market leader and it is quickly establishing a formidable brand loyalty amongst its users. Because of its position in the industry, it risks incurring high costs associated with creating and marketing new products that are designed to perpetuate its industry leadership. These summary points suggest a. that Facebook has a superior marketing strategy versus its peers. b. that Facebook's products are cash cows. c. that Facebook's products are question marks. d. that Facebook has a first-mover advantage. e. that Facebook has a late-mover advantage.

d. that Facebook has a first-mover advantage.

A(n) ____ is an organization that links buyers and sellers in different countries but is not involved in manufacturing. a. exporter b. strategic alliance c. licensee d. trading company e. joint venture

d. trading company

Marketing activities a. ​are important only when a firm is developing new products or entering new markets. b. ​are aimed at persuading customers through advertising. c. ​involve mainly distribution and promotion decisions. d. ​help sell an organization's products and generate financial resources for the firm. e. ​and selling activities are basically the same.

d. ​help sell an organization's products and generate financial resources for the firm.

Nicole went to a five-star restaurant that had great reviews. The atmosphere was wonderful and she enjoyed the company of her friends and her boyfriend, Justin. However, at the table next to them sat a family with five kids. The kids were very loud and often ran around. Nicole, who is not fond of kids, was very annoyed. When she left the restaurant, she remarked to her friend that she didn't see what all the hype over the restaurant was about. Nicole was most likely influenced by a. internal pressure. b. psychical surroundings. c. cognitive dissonance. d. buyer's mood. e. social surroundings.

e. social surroundings.

EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience Limited's owner, has just finished developing the strategic plan, including marketing objective of growing his customer base by 15% during the coming year. He believes that the best way of reaching that objective is to promote to the college-aged student. In the past, the majority of his sales have been to males under the age of 29, participating in hang-gliding and bungee jumping at various tourist locations. He wants to expand his skydiving and motocross tours, but isn't sure whether or not the expansion will be profitable. He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company. ​Refer to Scenario 2.2. The college-aged student represents EXperience Limited's ____, and the tours its operates represent the ____ element of the marketing mix. a. ​target market; distribution b. ​customer relationships; distribution c. ​cash cow; distribution d. ​target market; product e. ​cash cow; product

d. ​target market; product

U.S. businesses are increasingly recognizing that international markets provide enormous opportunities for growth and profit. ___________companies are entering international markets and quickly realizing as much as 70% of their sales outside the domestic market within two years. a. Internationally integrated b. Trading c. Export d. Joint venture e. Born global

e. Born global

Which of the following describes a company hiring a foreign firm to produce a designated volume of its product to specification? a. Direct investment b. Exporting c. Licensing d. Importing e. Contract manufacturing

e. Contract manufacturing

Based on data from the Federal Reserve Bank of St. Louis, the Civilian Labor Force Participation Rates for men and women in the United States were as follows from 1994 through 2014: Demographic Group Month Participation Rate (Percent of Group) Men May 2014 69.2 Women 57.1 Men May 2004 72.9 Women 59.1 Men May 1994 74.8 Women 58.7 a. The labor participation rate for women impacts the marketing environment, and it has been less stable over the last 20 years than the rate for men. b. The labor participation rate is a political force that impacts the marketing environment. c. In terms of proportions, fewer women were working in May 2004 compared to May 2014. d. The labor participation rate of men in the United States impacts the marketing environment, and it is increasing faster than the rate for women. e. The labor participation rate is an economic force that impacts the marketing environment.

e. The labor participation rate is an economic force that impacts the marketing environment.

Which of the following is not a characteristic of a consumer market? a. They may buy the product, but not use it themselves. b. They do not buy products for the main purpose of making a profit. c. They are sometimes referred to as B2C markets. d. It consists of purchasers who intend to consume or benefit from the purchased products. e. Their purchasing decisions are always made by only one individual.

e. Their purchasing decisions are always made by only one individual.

Which of the following is an example of a behavioristic segmentation variable? a. Personality characteristics b. Family size c. Climate d. Age e. Usage rate

e. Usage rate

Which of the following entities is part of the buying center? a. Wholesalers b. Distributors c. Marketers d. Vendors e. Users

e. Users

The fact that business customers purchase products to be used directly or indirectly in the production of goods and services to satisfy customers' needs means that demand for business products is a. more fluctuating. b. joint. c. economically stable. d. inelastic. e. derived.

e. derived.

When marketing to business customers, marketers have to understand the key characteristics of the business customer, and alter their marketing mix accordingly. For example, a business customer views _________ as the amount of investment necessary to obtain a desired level of return or savings. Moreover, the business customer demands ______________ before buying to be sure their needs are being met with the product. a. product; price discounts b. place; product samples c. price; good service d. distribution; product guarantees e. price; detailed information

e. price; detailed information

Marketers help consumers learn through free samples, sometimes coupled with coupons, to reduce purchase risk, through a practice called a. planking. b. perceptual mapping. c. framing. d. advertising. e. shaping.

e. shaping.

A company not involved in manufacturing that brings together buyers and sellers in different countries is usually referred to as a a. franchise. b. strategic intermediary. c. joint venture. d. contract manufacturer. e. trading company.

e. trading company.

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. influencer; buyer; user b. decider; gatekeeper; influencer c. user; decider; gatekeeper d. decider; influencer; gatekeeper e. user; buyer; influencer

e. user; buyer; influencer