marketing sample questions exam 2

when new products arrive on the market, what do consumers engage in before purchasing? a. consumer marketing b. cognitive dissonance c. adoption process d. social networking e. complex buying behavior

c. adoption process

which is an example of a behavioral segmentation variable? a. occupation b. social class c. benefits sought d. life-cycle stage e. personality

c. benefits sought

which of the following is included in the buyer's "black box"? a. marketing stimuli b. characteristics of the environment c. characteristics of the buyer d. buying attitudes and preferences e. brand and company relationship behavior

c. characteristics of the buyer

a movie theater plays all the popular movies that are released, and it only charges $3/person whereas regular theaters cost $11/person. however, the theater doesn't play the films until all the other mainstream theaters have stopped playing the films which can take 2-3 months. which of the following value propositions does this exemplify? a. more for the same b. the same for less c. less for much less d. more for less e. more for more

c. less for much less

dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors is known as what? a. demographic segmentation b. age segmentation c. merger segmentation d. market targeting e. geographic segmentation

c. market segmentation

which is not an appropriate market segmentation pairing? a. age and gaming consoles b. job and apparel c. nail length and nail polish d. weight and athletic apparel e. climate and shoes

c. nail length and nail polish

which of the following is the first step in the buyer decision process? a. purchase decision b. alternative evaluation c. need recognition d. post purchase behavior e. information search

c. need recognition

a law firm wants to project an image of authority and dependability. which is a way its public relations firm can help to do this? a. post commercials featuring the lawyers on youtube b. mount a social media campaign c. put a simple, stylized logo on all company communications d. sponsor a Facebook game e. put down the firm's name to sponsor a local religious event

c. put a simple, stylized logo on all company communications

which promotional method would likely have the least success in employing emotional appeal? a. direct marketing b. public relations c. sales promotion d. advertising e. personal selling

c. sales promotion

which is a potential pitfall for companies regarding salespeople? a. salespeople are trained to represent the company for the customers b. salespeople create a sense of salesperson-owned loyalty c. salespeople and the marketing functions of a company are kept separate d. salespeople work closely with the marketing functions of the company e. salespeople are trained to represent the customer to the company

c. salespeople and the marketing functions of a company are kept separate

which of the following, if true would weaken the hotel's argument to offer a lavish pet program? a. people often make arrangements for their pets rather than travel with them b. a hotel similar to the Milford offered a lavish pet program in the past but it was unsuccessful c. the Milford is categorized in the mid-to low-price range d. dogs can be very playful and potentially destructive e. research shows that indulgent pet owners spend a lot of money on their pets

c. the Milford is categorized in the mid- to low-price range

what is the most significant difference between the business and consumer market? a. the decision making b. the derived demand c. the size of the markets d. the buyer roles e. the desire for profits

c. the size of the markets

a cosmetics company recently launched a line of products designed exclusively for African-American women and those with darker skin tones. along with the products, the company also introduced an ad campaign, including a website and TV commercials, to get the attention of the targeted consumers. what is the company tailoring this product to? a. an opinion leader b. a nationality c. a social class d. a subculture e. a social network

d. a subculture

which is an example of noise in the communications process? a. an advertisement is compiled by looking at what some trending topics are b. a consumer begins to add a company's catchphrase to their daily lexicon c. a consumer writes an email to a companion praise of their commercial d. a television viewer sees a commercial but does not know what is being sold e. an internet advertisement that consumers see on their favorite website

d. a television viewer sees a commercial but does not know what is being sold

rachel manages a territorial sales force. she is trying to streamline processes to see time and increase sales. which of these demonstrates the ideal formula her salespeople should apply to their time? a. active selling: 5%; administrative work: 35%; prospecting: 20%; travel time: 40% b. active selling: 5%; administrative work: 50%; prospecting: 10%; travel time: 35% c. active selling: 10%; administrative work: 40%; prospecting: 5%; travel time: 45% d. active selling: 40%; administrative work: 10%; prospecting: 25%; travel time: 25% e. active selling: 13%; administrative work: 50%; prospecting: 15%; travel time: 22%

d. active selling: 40%; administrative work: 10%; prospecting: 25%; travel time: 25%

which promotional tool uses paid forms of non-personal presentation and promotion of ideas, goods, or services by a sponsor? a. public relations b. personal selling c. sales promotion d. advertising e. direct marketing

d. advertising

which best describes the "shotgun" approach? a. companies refuse to match the marketing strategies of their competitors b. companies throw away their marketing efforts because they believe customers will by their products regardless c. companies create a lackluster product and hope that people buy it for its value d. companies scatter their marketing efforts in order to reach the greatest number of buyers e. companies create a multitude of products for every type of consumer so that buyers have a number of choices

d. companies scatter their marketing efforts in order to reach the greatest number of buyers

which of the following lotus wear employees is most likely the influencer? a. jennifer, who has the formal power to select or approve the final fabric supplier b. lawrence, who controls the flow of information during the meeting c. renee, who initiated the buying proposal and helped define fabric specifications d. mario, who helped define fabric specifications and has the necessary knowledge to evaluate alternatives e. kevin, who has the formal authority to select the fabric supplier and arrange purchasing terms

d. mario

which would strengthen moira's argument? (shoe example) a. several marketing studies have indicated that generation Y actually prefers shoes that look like they were made for oder people b. thomas's last marketing strategy attempted to convince oder consumers that they should own a variety of shoe styles for all occasions, and it failed miserable c. the shoe company's chief competitor used rebellion to appeal to gen Y last year, and their sales skyrocketed d. other shoe companies' marketing experts have discovered that treating gen Y like stereotypical teenagers does not work e. members of generation Y who are of voting age are more likely to vote democrat than are people from other generations

d. other shoe companies' marketing experts have discovered that treating Gen Y like stereotypical teenagers does not work

which is the definition of "positioning"? a. positioning is dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that require separate marketing strategies or mixes b. positioning is evaluating each market segment's attractiveness and selecting segments to enter c. positioning is differentiating the market offering to create superior customer value d. positioning is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers e. positioning is dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

d. positioning is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

which statement best explains why post purchase behavior is relevant to marketers? a. there is no correlation between expectations and perceived performance b. post purchase is more important than prepurchase c. companies want to discourage customer complaints d. preventing cognitive dissonance benefits the company e. good word of mouth travels faster than bad

d. preventing cognitive dissonance benefits the company

which would weaken kevin's argument? (sales force/marketing example) a. the marketing department has had several failures of its own in recent weeks and months b. nether the sales force not the marketing team members like the idea of collaborative meetings c. the sales force and marketing team in a competitor company get along with each other well d. sales and marketing disconnects can keep each group form valuing the contributions of the other e. kevin has only bene with the company for a few years and has never worked as part of the sales force

d. sales and marketing disconnects can keep each group form valuing the contributions of the other

what is the biggest problem for companies that want to advertise through shared media? a. shared media is the most expensive kind of media to advertise in b. shared media is not a reliable form of media to advertise in c. shared media is the weakest of the four different media types d. shared media makes it easier for negative press or misinformation to spread e. there are too many different channels in shared media to focus on

d. shared media makes it easier for negative press or misinformation to spread

an undifferentiated marketing strategy would most likely be appropriate for which of the following products? a. wedding dresses b. beer c. rap music d. soda e. car decals

d. soda

which of the following is the stage in the business buying process in which the buyer compiles a list of qualified vendors for the product or service needed? a. supplier selection b. general need description c. proposal solicitation d. supplier search e. performance review

d. supplier search

a creative team produced a print ad with a striking visual and a prominent image of the company logo. however, the paragraph under image was too long and rambling to be effective. what was wrong with the ad? a. the illustration b. the tone c. the style d. the copy e. the format

d. the copy

what value proposition is offered by discount fashion retailers such as Marshalls, TJMaxx and Ross? a. more for the same b. less for much less c. more for more d. the same for less e. more for less

d. the same for less

a friend is trying to decide whether or not to buy the new smart phone model. at the store, she tests the features of the one she is considering. what step of the adoption process is most likely taking place in this scenario? a. evaluation b. awareness c. adoption d. trial e. interest

d. trial

a grou pof managers is looking to improve the relationship between its sales force and customers. which element is the most important when it comes to achieving a mutually profitable relationship? a. presentation b. closing slaes c. researching customers d. value selling e. follow-up

d. value selling

which is another term for product placement, displaying, or mentioning a product in the entertainment media? a. viewer engagement b. media choice c. media vehicles d. message execution e. Madison & Vine

e. Madison & Vine

which is an example of earned media? a. nike's online video channel b. apple's website c. a facebook page d. a television commercial e. a local news program

e. a local news program

which is the definition of concentrated marketing? a. a set of buyers sharing common needs or characteristics that the company decides to serve b. a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each c. a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer d. the way a product is defined by consumers on important attributes, such as the place the product occupies in consumers' minds relative to competing products e. a market-coverage strategy in which a firm goes after a large share of one or a few segments

e. a market-coverage strategy in which a firm goes after a large share of one or a few segments

which best describes adoption from a marketing perspective? a. a person's decision to buy a product b. a person's decision to try a product c. a person's option to create buzz about a product d. a person's consideration of a product e. a person's decision to regularly use a product

e. a person's decision to regularly use a product

which of the following refers to all the individuals and units that play a part in making decisions in the business buying process? a. gatekeepers b. deciders c. influencers d. institutional merket e. buying center

e. buying center

which of the following best explains why companies often abandon the "more for less" value proposition? a. customers know that companies do not truly provide bargains, so many ignore promises of value b. customers often do not see the true value of the bargains, and the value is lost on them c. customers often grow wary of the competition between companies and their promises of value d. companies only advertise the value proposition in order to attract customers, but then raise prices e. companies usually end up spending too much money in order to maintain the proposition

e. companies usually end up spending too much money in order to maintain the proposition

when determining how consumers feel about a product, which of the following is one of the stages consumers move through? a. awareness b. desire c. knowledge d. purchase e. conviction

e. conviction

which of the following refers to the needs of consumers that ultimately drive all business? a. supplier development b. product specification c. gatekeeper demand d. problem recognition e. derived demand

e. derived demand

which would strengthen christy's argument? (sales force/marketing example) a. Marketing team members know very little about the sales force members b. sales force members know how to liven up a meeting c. a customer solutions focus is necessary for the entire organization d. the sales force represents the company to its customers e. disconnects between marketing and sales can damage company performance

e. disconnects between marketing and sales can damage company performance

which term refers to forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries? a. socially responsible marketing b. shotgun marketing c. multi-cultural segmentation d. geographic segmentation e. intermarket segmentation

e. intermarket segmentation

which of the following is an organizational factor that will most likely affect the lotus wear decision about a supplier? a. average age of lotus wear customers b. lotus wear employee dynamics c. lotus wear competitors d. social class of lotus wear consumers e. lotus wear corporate policies

e. lotus wear corporate policies

which would strengthen the Henderson Insurance Company's idea of switching over form mass marketing to target marketing? a. mass marketing often increases brand awareness and offers the possibility of generating large amounts of revenue b. competitor companies have given up on mass marketing, turning to target marketing instead c. target marketing involves the use of market segmentation strategies that can be quite time-consuming d. target marketing evaluates each market segment's attractiveness and selects one or more segments to enter e. modern buyers are too numerous, widely scattered, and varied in their needs and buying practices

e. modern buyers are too numerous, widely scattered, and varied in their needs and buying practices

to appeal to a younger segment of the population, thomas thinks the shoe company should use a strategy that makes their product look rebellious and edgy, and that paints their chief competitors products as unhip and corporate. Moira thinks they should avoid this strategy because she read several studies concluding that Gen Y is not as rebellious as young people might have been in the past. which is the point at issue between moira and thomas? a. moira believes that consumers no longer respond positively to attempts to make a product look "edgy" or "hip" b. moira thinks that the company should not try to launch a campaign that specifically targets the 18-24 demographic c. moira has a problème whist advertising that specifically attacks competition, as consumers find negative ads unappealing d. moira believes that it is a bad idea to generalize about consumers based on their age and/or generation e. moira believes that generation Y has unique values, and this needs to be considered when trying to reach them

e. moira believes that generation Y has unique values and this needs to be considered when trying to reach them

focusing advertising on smaller and more specific groups is called _____? a. direct marekting b. personal selling c. broadcasting d. integrated marketing e. narrowcasting

e. narrowcasting

which does not define a marketing strategy in which customers can design their own unique athletic shoes? a. mass customization b. one-to-one marketing c. individual marketing d. markets-of-one marketing e. niche marketing

e. niche marketing

a health insurance company has recently started a new benefit for enrolled members. for a small monthly fee, parents of young children can enroll in the service to have 24/7 access to an on-call nursing staff. every nurse who answers the phone has more than 10 years of medical experience and will assist parents at any hour of the day. by hiring knowledgable staff, which of the following points of differentiation does the insurance company use in order to make the customer's experience better? a. image differentiation b. service differentiation c. channel differentiation d. product differentiation e. people differentiation

e. people differentiation

a rock star has just been released from rehab, again, and cannot get a venue for his show because of his past misdeeds. he hires a public relations representative to repair his image. which of the following is something the PR person might do? a. find a well-known company that will hire the star to represent the company's product b. hold a meeting for possible concert sponsors with free food and gift baskets c. choose a cause that will adopt the star as its spokesman d. plant a news story about the star donating money to a local children's hospital e. plant news stories of the star appearing at events looking healthy and stong

e. plant news stories of the star appearing at events looking healthy and strong

which marketing segmentation is divided into different buying segments based on social class, lifestyle, or personality characteristics? a. behavioral segmentation b. geographic segmentation c. demographic segmentation d. gender segmentation e. psychographic segmentation

e. psychographic segmentation

creating a demand vacuum to induce consumers to buy products is what kind of strategy? a. integrated marketing b. push strategy c. knowledge d. awareness e. pull strategy

e. pull strategy

which correctly describes sales promotions? a. used to generate business leads, stimulate purchases, reward customers, and motivate salespeople b. used by teams of people from sales, marketing, and even upper management to service large accounts c. consist of prospecting, communicating, and selling d. used to sell only a portion of the company's products e. consist of short-term incentives to encourage the purchase or sales of a product or service

e. sales promotions consist of short-term incentives to encourage the purchase or sales of a product or service

Christy wants to create better value for customers by including key members of the company's sales force in marketing meetings because she thinks keeping sales and marketing separate will create trouble. Kevin says they can't include sales force in marketing meetings because they don't get along (sales blame marketers for failures). which question describes the problem between christy and kevin? a. do the marketers and salespeople get along? b. should we include employees form accounting, operations, and HR too? c. is the sales force to blame for company failure? d. have customer relationships been damaged? e. should we include the sales force in the marketing meeting?

e. should we include the sales force in the marketing meeting?

which, if true, would weaken the argument to adopt a target marketing strategy? a. the company has used mass marketing for years b. undifferentiated marketing focuses on what is common in the needs of consumers rather than what is different c. major structural factors can affect long-run segment attractiveness, especially if strong and aggressive competition is already present d. the company will have to decide which and how many segments it will target e. target marketing can be quite costly to implement, especially for small companies that have not used the strategy in the past

e. target marketing can be quite costly to implement, especially for small companies that have not used the strategy in the past

which is a step that a company can take to help bring its marketing and sales functions closer together? a. organize its sales force along customer lines b. allow sales reps to participate in e-training c. assign a salesperson to a geographical area d. encourage salespeople to work toward sales goals e. create a joint objectives and reward system

e. the company can create a join objectives and reward system

which is an example of non-personal communication channels? a. an online movie review site b. a social networking site c. a conversation between two friends d. a tastemaker who advises people on trends e. the layout of a restaurant

e. the layout of a restaurant

moira's conclusion rests on which of the following assumptions? (shoe example) a. studies that concern the tastes and values of particular demographic groups are unreliable and should not be trusted b. it is a bad idea to try to make various kinds of generalization about people based on when they were born c. other shoe companies that have sued marketing campaigns to target generation Y did not know what they were doing d. thomas is an inexperienced marketer and does not understand how to appeal to consumers based on their demographics e. the particular studies that she read concerning generation y would yield similar results if they were repeated

e. the particular studies that she read concerning generation Y would yield similar results if they were repeated

which of the following is not an example of business-to-business e-procurement? a. extranet b. company buying site c. trading exchange d. reverse auction e. vendor-managed inventory

e. vendor-managed inventory

which is an example of consumer-generated advertising? a. "crash the super bowl" b. the royal wedding spoof c. "oh dear. purell, purell, purell, purell..." d. mayhem e. "hug me"

a. "crash the super bowl"

what benefits did wrangler jeans receive from its NextBlue public relations campaign? a. a new design for jeans and a team of knowledgable bloggers b. a new platform for advertising their products c. reinforcing its relationship with its core market segments d. happy customers e. higher standing in the community

a. a new design for fans and a team of knowledgable bloggers

an oil company commissions a white paper, or informative document, on reducing pollution in order to improve their image. This document is an example of what? a. a public relations tool b. maintaining relations with investors c. increasing interest in a commodity d. narrowcasting for environmentalists e. audience engagement

a. a public relations tool

which is not a part of the institutional market? a. a retailer b. a high school c. a nursing home d. a hospital e. a state prison

a. a retailer

which of the following would most likely occur in the performance review stage of the business buying process? a. ask users to rate product satisfaction b. invite vendors to submit promotional materials c. write up an order including the quantity desired d. perform a product value analysis e. look at vendor proposals and choose a supplier

a. ask users to rate product satisfaction

various employees of lotus wear, an apparel manufacturer, have gathered for a meeting to determine which supplier would be best for the firm's summer and winter clothing lines. today, three different supplier representative swill be giving sales presentations to the group. which term most likely describes the lotus wear employees gathered at the meeting? a. buying center b. procurement unit c. support center d. value-oriented team e. gatekeeper group

a. buying center

a new restaurant wants to increase sales through a consumer promotion. which of the following promotions should the restaurant offer? a. coupons b. trade show c. sales contests d. allowances e. push money

a. coupons

barbara has just become an entry-level, outside salesperson for a large technology company. which tasks fall into her job description? a. getting orders, creative selling, and building relationships b. taking orders, managing other salespeople, and creative selling c. building relationships, managing other salespeople, and taking orders d. balancing the company budget, creative selling , and building relationships e. getting orders, training other salespeople, and creative selling

a. getting orders, creative selling, and building relationships

the new members of the board of directors and senior leadership would likely disagree on the answers to all of the following questions except which? a. has mass marketing had a positive impact on the company? b. can mass marketing help the company stabilize itself? c. should the company go after a set of buyers with common needs or characteristics? d. can target marketing help the company to regain its footing? e. should the company go after the whole group with one offer?

a. has mass marketing had a positive impact on the company?

lloyd has good ideas for advertising the product his business makes. he calls a friend who is an amateur artist to draw up the concept and submits it to a magazine. they turn it down. which action should lloyd consider? a. hiring an advertising agency b. choosing a different medium c. standardizing his ads d. redoing the ad for the international market e. filming the ad

a. hiring an advertising agency

what is a sales promotion? a. incentives ot encourage the purchase or sale of products and services b. targeting individual consumers to obtain responses and relationships c. building good relations by obtaining favorable publicity and image d. a presentation for making sales and building customer relationships e. a paid form of non-personal presentation and selling ideas

a. incentives to encourage the purchase or sale of products and services

the study of consumer buyer behavior is primarily focused on _________. a. individuals and households b. corporations c. distributors d. value networks e. government agencies

a. individuals and households

coordinating a company's different channels to present a coherent message is called ____? a. integrated marketing b. socially responsible marketing c. real marketing d. buzz marketing e. direct marketing

a. integrated marketing

a religious group sponsors a prayer breakfast for local and state officials just before an election. showing up at this event will benefit the officials and the sponsors of the breakfast. what is this called? a. lobbying b. raising awareness c. press relations d. public affairs e. informative advertising

a. lobbying

which describes habitual buying behavior? a. low consumer involvement and few significant perceived brand differences b. high consumer involvement and significant perceived differences among brands c. high consumer involvement but few perceived differences among brands d. high consumer involvement and high perceived differences between brands e. low consumer involvement but significant perceived brand differences

a. low consumer involvement and few significant perceived brand differences

which of the following, if true, would most likely support the idea of a hotel offering pet-friendly rooms and services? a. many current guests have asked to bring pets b. pets can be trained to behave in hotels c. hotels across eh U.S. offer pet-friendly accommodations d. many americans like to travel with their pets e. people own a wide variety of pet types these days

a. many current guests have asked to bring pets

a company recently purchased furniture for one location and wishes to make a similar purchase from the same supplier for another branch but they need a different quality and plan to negotiate a lower price. which of the following best describes the scenario? a. modified rebuy b. straight rebuy c. new task d. solutions selling e. systems selling

a. modified rebuy

Shayna and Marne promote night clubs. Shayna wants to start viral marketing campaign and wants to use online viral marketing because it is low cost and has an interactive element. Marne doesn't want to use online marketing because of the low control they will have over the message once it starts spreading online, and she thinks efforts to go viral may backfire. Shayna's confidence in viral marketing is based on what assumption? a. night-club goers in the area are heavy users of social media b. the club they are promoting will never succeed without viral marketing c. she will have complete control over the content of the message d. viral marketing is the most effective method for advertising e. viral marketing can never fully be controlled, so it is pointless to try

a. nightclub-goers in the area are heavy users of social media

a company that bases its promotion budget on how successful a similar product of their did the year before is using what budgeting method? a. percentage-of-sales method b. objective-and-task method c. pull method d. competitive-parity method e. affordable method

a. percentage-of-sales method

which is the final stage in the business buying process? a. performance review b. proposal solicitation c. product specification d. supplier search e. order-routine specification

a. performance review

there are eight stages in the business buying process. which is the first stage? a. problem recognition b. performance review c. general need description d. supplier search e. proposal solicitation

a. problem recognition

which step is involved in the pre approach of the selling process? a. researching the target organization b. asking the customer for an order c. sharing the "value story" with the customer d. overcoming the customer's objections e. meeting the customer for the first time

a. researching the target organization

which classifies how a company can best keep its sales force motivated? a. sales quotas b. recruitment c. seminars d. call plans e. sales reports

a. sales quotas

roberto is a salesperson in a group that includes marketing executives, engineers, accountants, and tech support professionals. which term applies to the group to which roberto belongs? a. sales team b. customer slaes c. outside sales d. territorial sales e. product sales

a. sales team

why might a company want to avoid e-procurement? a. security risks b. time strain c. purchase delays d. fewer competitors e. transaction costs

a. security risks

which, if true, would support Shayna's position? (nightclub example) a. shayna checks the upcoming club's twitter feed, and it has several hundred followers after just one day b. the first night that the club opens, there is a lien of people around the block waiting to get in c. they have heard that another local club that used viral marketing has been wildly successful d. viral marketing is being touted as the best new strategy for promoting upcoming tv shows and movies e. conventional advertising has produced mixed results for area nightclubs and restaurants

a. shayna checks the upcoming club's twitter feed and it has several hundred followers after just one day

new products have a number of characteristics the influence how quickly consumers adopt them. which of the following displays the divisibility characteristic, using an e-reader as an example? a. stores that sell e-readers have a large display in which customers can test out the features before purchasing b. people who read a lot of books are able to download digital files instantly to their e-readers c. e-readers feature easy-to-use controls and touch screens, and are simple to operate, even for those not used to technology d. e-readers are moe convenient to carry than a large selection of physical books and other reading material e. people who own e-readers can easily show them to friends and family who may want to purchase their own

a. stores that sell e-readers have a large display in which customers can test out the features before purchasing

which of the following best describes a group of people with shared value systems based on common life experiences and situations? a. subculture b. social network c. social class d. family e. lifestyle

a. subculture

a retailer has compiled a network of partners to provide products for its stores. for instance, the store always carries the same brand of cookies, purchased form the same company on a regular basis. which of the following best refers to this scenario? a. supplier development b. product specification c. buying center d. systems selling e. derived demand

a. supplier development

which of the following, if true, would strengthen the argument to not only offer pet-friendly accommodations but to also provide a lavish pet program? a. the Milford offers lavish services for its guests, most of whom are pet owners b. most pet owners would agree that pet ownership can be costly c. the Milford will be able to charge more for the lavish pet program d. the pet owner lifestyle segment continues a huge potential market e. most pet owners consider pets as family members and want the best for them

a. the Milford offers lavish services for its guests, most of whom are pet owners

which scenario does not involve the institutional market? a. the federal government spends a significant amount of money on security software each year b.. a nursing home uses a service on a regular basis to clean the building and surrounding grounds c. a high school hires groundskeepers to maintain the good condition of the sporting fields on campus d. a children's hospital uses various food vendors to provide tasty, healthy food that young children will eat e. the prison system contracts several different companies to provide laundry services to inmates

a. the federal government spends a significant amount of money on security software each year

why could online social networking pose a problem for companies and marketers? a. users can, and do, purposefully misuse social networks b. social networks do not target specific subcultures c. social networks encourage more complaints than praise d. social networking is not prevalent enough to be a useful tool e. social networks cannot be used for cross-cultural marketing

a. users can, and do, purposefully misuse social networks

which term refers to the full positioning of a brand? a. value proposition b. behavioral segmentation c. product placement d. marketing strategy e. benefit segmentation

a. value proposition

which, if true, would support marne's decision? (nightclub example) a. when shayna checks the club's website, the comments are full of erroneous gossip b. the first night that the club opens, the numbers are lower than expected c. they have been receiving hundreds of calls from people with questions about the club d. they have never used viral marketing before, and are unsure as to how it will work e. no other clubs or restaurants in the area are using viral marketing strategies

a. when shayna checks the club's website, the comments are full of erroneous gossip

which is an example of public relations? a. an automobile convention that promotes anew line of cars b. a released statement to announce a new product c. a person with a sandwich board that announces deals d. a commercial for a product on the internet e. an online movie service that personalizes recommendations

b. a released statement to announce a new product

which of the following refers to a person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward and object or idea? a. perception b. attitude c. personality d. belief e. learning

b. attitude

helen wants to revamp her restaurant's menu. on the tables are cards that direct customers to her "create-a-meal" website, where they can express their food preferences and even design their own plating ideas. what is helen doing? a. imitating the doritos ad strategy b. crowd-sourcing c. communicating her creative concept d. using the "slice of life" style e. selecting media

b. crowd-sourcing

a unique characteristic of ____ buying is that it is more carefully watched by outside publics than buying that occurs in other markets. a. institutional b. government c. not-for-profit d. e-procurement e. independent business

b. government

brian always purchase whatever snack foods the grocery store has on sale that week, no matter what the brand is. which term best describes Brian's buying behavior? a. variety-seeking b. habitual c. complex d. need recognition e. dissonance-reducing

b. habitual

a late-night talk show host was unusually honest about why his guests were there. he would ring the "plug bell" when it was time for the guest to plug, or draw attention to their book, move, or other venture. what role did the "plug bell" play in the guest's project? a. endorsement b. public relations c. media timing d. personality symbol e. media advertising

b. public relations

which of the following is a media decision? a. communication impact b. reach, frequency, and impact c. communication objectives d. competitive parity e. strategy and execution

b. reach, frequency, and impact

a salesperson for a major airline is trying to land a new account. she has screened out bad leads and identified a target company. she has also researched the airline and its needs. what is the next step? a. recognize signals and follow-up b. meet the buyer and build a relationship c. develop a presentation and meet the buyer d. develop customer solutions and build a relationship e. follow-up and develop a presentation

b. she should meet the buyer and build a relationship

a manufacturer is trying to convince a store to carry a brand and give it prominent shelf space. the manufacturer is offering extra cases of merchandise. this is an example of which kind of promotion? a. business promotion b. trade promotion c. event marketing d. closing promotion e. consumer promotion

b. trade promotion

a firm's employees expressed the need for new office furniture to replace the deteriorating old furnishings. the employees initiated the buying process for this new equipment and were later asked to evaluate the quality of the purchased products. the employees took on what role in the business buying process? a. influencers b. users c. buyers d. deciders e. gatekeepers

b. users

which of the following best describes internal need recognition? a. you see a billboard advertisement on the side of the road for a restaurant and you decide to stop for lunch b. you feel thirsty while on a road trip so you stop at a gas station to purchase a beverage c. you watch a toy commercial during your favorite TV program and choose to buy the toy for a young relative d. you are in a store and see an ad for a certain cleaning product, which you then choose to buy e. you have a friend who just purchased a new computer and she has urged you to buy the same model

b. you feel thirsty while on a road trip so you stop at a gas station to purchase a beverage