BUS 346 Cal Poly - Final Question Bank

Personal selling is an especially important part of IMC in a. stealth marketing. b. web tracking. c. event sponsorships. d. business-to-business markets. e. cause-related marketing.

d. business-to-business markets.

Effective salespeople anticipate and handle a. external environmental changes. b. role playing conflict. c. corporate takeovers. d. buyers' reservations about the product. e. supply chain problems.

d. buyers' reservations about the product.

B2B buying decisions are often made by a. influencers. b. governors. c. resellers. d. committees. e. consumers.

d. committees.

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

d. variability

B2B partners often connect to each other on the Internet through special __________ designed to facilitate information exchanges and transactions. a. web links b. webmasters c. web hosts d. web portals e. gatekeepers

d. web portals

__________ is any interference in the IMC process. a. Excessive reach b. Noise c. Feedback d. Looping e. Translation

b. Noise

Which of the following is an example of a government buyer? a. Mayo Clinic Hospital b. U.S. Marine Corps c. Nucor Steel Corporation d. Procter & Gamble e. Walmart

b. U.S. Marine Corps

Excluding computers, which of the following methods is used by more consumers to access social media? a. iPods b. mobile phones c. GPS units d. e-readers e. iPads

b. mobile phones

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

a. Brand awareness

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

a. Closing the sale is the final—and most satisfying—part of the process.

How can a company find its way out of a market characterized by pure competition? a. Differentiate the product in some way, even by packaging, so customers will see it as distinct. b. Increase prices and attract different, quality-oriented customers. c. Increase the amount of available product to flood the market. d. Consistently offer the lowest price until other competitors leave the market. e. Decrease the amount of available product until the market reacts.

a. Differentiate the product in some way, even by packaging, so customers will see it as distinct.

________ training is excellent for communicating selling and negotiation skills because managers can observe the sales trainees in real selling situations and provide instant feedback. a. On-the-job b. Distance learning c. Internet-based d. Role-play e. Simulation

a. On-the-job

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

a. Relationship selling

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with a. a poor choice of medium. b. lack of clarity in the message. c. competing messages. d. a flaw in the medium. e. an extended feedback loop.

a. a poor choice of medium.

Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as a. an indicator of quality. b. a reflection of status quo pricing. c. an indicator of the variety. d. a measure of scarcity. e. a measure of the income effect.

a. an indicator of quality.

One of the reasons service failures need to be addressed quickly is to a. avoid negative word-of-mouth from upset customers. b. keep management from finding out what happened. c. increase empowerment zones. d. avoid a situational ethics conflict. e. minimize the zone of tolerance.

a. avoid negative word-of-mouth from upset customers.

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will a. clarify the specific goals that the advertising is designed to accomplish. b. maximize puffery. c. encapsulate her unique selling proposition. d. allow her to skip the assessment stage at the end of the campaign. e. offer discounts to media as an incentive to carry out her plan.

a. clarify the specific goals that the advertising is designed to accomplish.

If there is a difference between the actual service provided to customers and the service the firm has promoted, a __________ gap exists. a. communication b. seniority c. standards d. knowledge e. delivery

a. communication

Diane owns a bakery where she sells cupcakes. Two blocks down there is another bakery, CC's Bakery, that sells cupcakes for $1 less than Diane. Diane decides to lower her price and match CC's Bakery prices. What type of pricing strategy is Diane implementing? a. competitor-oriented pricing b. sales-oriented pricing c. customer-oriented pricing d. internal pricing e. profit-oriented pricing

a. competitor-oriented pricing

To meet or exceed customers' expectations, marketers must a. determine what those expectations are. b. empower customers to meet their own expectations. c. know how often consumers buy their products. d. know where customers live. e. recognize that expectations are tangible.

a. determine what those expectations are.

Which of the following is one of the global entry strategies? a. direct investment b. countertrade c. trade agreements d. offshoring e. infrastructure development

a. direct investment

Along the service-product continuum, which of the following would be considered the most service dominant? a. doctor b. grocery store c. restaurant d. bookstore e. apparel specialty store

a. doctor

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

a. empowering employees to meet customers' needs.

When entering a foreign market, the least risky strategy is a. exporting. b. joint venture. c. direct investment. d. franchising. e. strategic alliance.

a. exporting.

When __________ are authorized to make decisions to help their customers, service quality generally improves. a. frontline employees b. middle managers c. corporate executives d. consultants e. production control managers

a. frontline employees

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

a. government actions that reduce competition from international firms.

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

a. price wars may occur.

A major factor contributing to the growth in the use of direct marketing IMC efforts is a. increased use of credit and debit cards and online shopping by consumers. b. the reduction in IMC noise, allowing for a decreased lagged effect. c. a shift from objective-and-task to rule-of-thumb budgeting. d. reduced government regulation of deceptive advertising practices. e. expanded use of personal selling.

a. increased use of credit and debit cards and online shopping by consumers.

Independent Publisher's Group is a distributor of books for small publishers. It doesn't have its own sales force, but uses ________ on a contract basis to sell its product on commission. a. independent agents b. order getters c. order takers d. in-house telemarketers e. sales support personnel

a. independent agents

Which of the following is NOT one of the steps in the AIDA model? a. intention b. desire c. awareness d. interest e. action

a. intention

Because customers have different needs and expectations, the key to distributive fairness in service recovery is to a. listen to the customer. b. contact a supervisor quickly. c. estimate the damage. d. resolve the problem quickly. e. provide a fair solution.

a. listen to the customer.

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage a. makes his job more difficult. b. makes it easier to select media. c. increases consumers' preference for high-pressure persuasive advertising. d. will force him to use PSAs. e. makes budget more important, and creativity less important.

a. makes his job more difficult.

Tariffs protect domestic producers by a. making imported products more expensive. b. avoiding regulation. c. offering subsidies to exports. d. reducing the cost of production. e. increasing brand recognition.

a. making imported products more expensive.

The preapproach stage occurs __________ and extends the qualification of leads procedure. a. prior to the sales presentation b. before closing the sale but after follow-up c. after the sales presentation d. at the beginning of the sales presentation e. after closing the sale but before follow-up

a. prior to the sales presentation

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to a. pull the product into retail stores through consumer demand. b. generate goodwill for the company. c. use a push strategy. d. make it easier to do posttesting. e. signal strategy changes to market competitors.

a. pull the product into retail stores through consumer demand.

Historically, prices were a. rarely changed except in response to radical shifts in market conditions. b. calculated to minimize contribution per unit. c. the center of attention in almost all marketing strategies. d. analyzed and changed constantly. e. allowed to vary seasonally as cross-shopping tendencies fluctuated.

a. rarely changed except in response to radical shifts in market conditions.

When Barbara realized she didn't have all of the technical information she needed to answer the customer's questions, she made a call to her office. Who would be most likely to provide appropriate assistance? a. sales support personnel b. an order taker c. an order getter d. her sales manager e. another salesperson

a. sales support personnel

By setting appropriate service standards and measuring service performance, firms can attempt to close a __________ gap. a. standards b. communication c. delivery d. knowledge e. seniority

a. standards

Global marketers typically find distribution in developing countries is more complex because a. they must go through many types of distribution channels. b. the infrastructure is more advanced in most developing countries. c. distribution is more heavily regulated in developing countries. d. consumers in developing countries have very specific preferences. e. most consumers in developing countries live in densely populated cities.

a. they must go through many types of distribution channels.

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider a. touting the key benefits of his firm's services. b. whether he uses the product being advertised. c. the due date for his contribution to the campaign. d. what competitors are doing. e. which media he wants to use.

a. touting the key benefits of his firm's services.

Price is often the most challenging of the four Ps to manage, partly because it is often ______________ in developing marketing strategies. a. treated as an afterthought b. the subject of cross-shopping differentiation c. difficult to calculate markups d. calculated by senior consultants e. the least important aspect

a. treated as an afterthought

Before approaching a potentially major B2B customer, a salesperson will usually a. try to find out everything possible about the firm and its needs. b. conduct an initial sales presentation to lower-level personnel. c. estimate the potential commission associated with making the sale. d. assess the corporate climate. e. ask competitors what they know about the prospect.

a. try to find out everything possible about the firm and its needs.

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? a. Experience b. Engage c. Energize d. Educate e. Excite

b. Engage

The difference between advertising and publicity is that advertising is a. designed to remind consumers, whereas publicity is used to persuade consumers. b. a paid form of marketing communication. c. more effective in reaching consumers. d. designed for very targeted audiences, while publicity reaches mass audiences. e. almost always used in conjunction with consumer satisfaction surveys.

b. a paid form of marketing communication.

When shopping for a car, you notice a significant price gap between domestic and imported cars, with the imported cars being much more expensive. This could be the result of a. overseas consolidation. b. a tariff. c. franchising. d. globalization. e. a boycott.

b. a tariff.

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

b. both Tasha and the siding company because both intentionally misled the customer

One difficulty associated with using advertising as part of a marketer's IMC efforts is a. that it is more expensive than personal selling. b. breaking through the clutter of other messages targeted for the same audience. c. that it only works when communicating to the most uninformed consumers. d. that government regulations have significantly decreased allowable advertising frequencies. e. that it is considered old-fashioned by many younger consumers.

b. breaking through the clutter of other messages targeted for the same audience.

A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. a. Super Bowl ad b. corporate blog c. full-page ad in selected newspapers d. public relations campaign e. faxed newsletter

b. corporate blog

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

b. focus on solving problems.

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in a. increasing inquiries, awareness, and trial of his firm's services. b. increasing market share, sales, and customer loyalty. c. expanding customer loyalty by closing the feedback loop. d. increasing the lagged effect. e. shifting customers to rule-of-thumb budgeting.

b. increasing market share, sales, and customer loyalty.

A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy a. leads the marketer to being the low-cost seller. b. is supported by consistent advertising and distribution strategies. c. is consistent with a competitive target return strategy. d. challenges consumers to discard their perceptions of value. e. is measured against the competition.

b. is supported by consistent advertising and distribution strategies.

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

b. media mix.

When using the objective-and-task method of IMC budgeting for multiple products and services, how often must the process be repeated? a. when the prior year's budget is exceeded b. once for each individual product and service c. once by each management team member d. never, after the first product/service e. only when a product is removed from the line

b. once for each individual product and service

When Pat was talking with his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Pat explained that once her people were trained on it, it would require less time to process orders and therefore save her money in payroll. Which part of the sales presentation is demonstrated in this example? a. the presentation b. overcoming reservations c. the preapproach d. follow-up e. generating and qualifying leads

b. overcoming reservations

Yolanda manages a Best Sleep Inn along an interstate highway. She knows from experience that five to ten last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Yolanda has empowered her staff to offer discounts when the motel is largely vacant and to quote the standard price when the motel is close to full. She knows her service is __________, meaning that if no one stays in the room, it generates no revenue that evening. a. durable b. perishable c. inseparable d. intangible e. variable

b. perishable

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product. a. informative b. persuasive c. reminder d. institutional e. discussive

b. persuasive

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by a. forcing rude customers to use technology. b. providing support and incentives for their employees. c. directing zone of tolerance limits for employees. d. effective customer screening. e. empowering consumers.

b. providing support and incentives for their employees.

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

b. reduced the price elasticity of demand for its products.

For salespeople who practice __________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting. a. transactional selling b. relationship selling c. sales support promotion d. role playing e. delayed preapproach

b. relationship selling

When developing an advertising message, the message should focus on a. the advertising environment. b. solving problems for consumers. c. creating investment opportunities. d. niche media balance. e. the producer.

b. solving problems for consumers.

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

b. supply chain management.

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

b. surplus

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

b. training and supervision are most important determinants of selling success.

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

b. zone of tolerance

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

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

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

c. India's workforce is highly skilled, particularly in technology.

__________ pricing tactics lower the price of a product below cost. a. Fixed b. Zone c. Loss leader d. Cost-based e. Regular

c. Loss leader

Which of the following is the best example of a mass media advertising channel? a. Red State Talk Radio (WRS) b. Weight Watchers Magazine c. USA Today d. Home and Garden TV (HGTV) e. The Golf Channel

c. USA Today

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

c. a trade show.

Once a firm has done an analysis of the most viable markets for its products, then it must next a. determine the competition and develop strategies to overcome it. b. achieve success with the product in its home market. c. conduct an internal assessment of its capabilities. d. conduct an external analysis of the target market's economy, culture, and regulatory barriers. e. develop a product to meet the needs of those markets.

c. conduct an internal assessment of its capabilities.

Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep to participate in __________ and critique her presentation. a. cold calling b. approach dynamics c. role playing d. requalifying leads e. closing the sale

c. role playing

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

c. corporate website

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

c. delivery

An ad for Bud Light ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the __________ for this telecast. a. reach b. click-through rate c. frequency d. gross rating points e. ROI

c. frequency

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

c. judge a book by its cover

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a __________ gap in services marketing. a. standards b. delivery c. knowledge d. communication e. seniority

c. knowledge

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

c. match the medium and the objectives.

When comparing the various communication channels available to marketing professionals, it becomes apparent that a. online marketing is taking the place of advertising and public relations. b. personal selling is the most expensive but the least successful. c. no single channel is better than another channel. d. consumers prefer advertising over other channels. e. public relations is the least expensive but the most successful.

c. no single channel is better than another channel.

Sales promotions include all of the following EXCEPT a. free samples. b. coupons. c. online ads. d. rebates. e. point-of-purchase displays.

c. online ads.

A demand curve shows the relationship between ___________________ in a period of time. a. income and demand b. demand and cost c. price and demand d. price and elasticity e. profit and price

c. price and demand

Barry customizes Harley-Davidson motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably a. price elastic. b. cross-price elastic. c. price inelastic. d. price sensitive. e. income elastic.

c. price inelastic.

Reminder advertising is primarily used to a. gather information about consumers. b. accelerate market acceptance. c. prompt repurchase of a product. d. persuade consumers to change existing perceptions. e. create and build brand awareness.

c. prompt repurchase of a product.

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

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

Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ____________ affects demand for products. a. the price inelasticity coefficient b. the substitution effect c. the income effect d. the target return effect e. cross-price elasticity

c. the income effect

The full price of a product or service includes all of the following EXCEPT a. value of the consumer's time. b. travel costs. c. the price of alternative products and services. d. shipping. e. taxes.

c. the price of alternative products and services.

Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask? a. "Should you go back to an earlier stage in the process and start the process over from there?" b. "Did you skip any steps in the process?" c. "Are there any reservations that have not been addressed to the buyer's satisfaction?" d. "Have you completed the follow-up to ease the buyer's mind?" e. "What does the buyer's body language tell you about her readiness to buy?"

d. "Have you completed the follow-up to ease the buyer's mind?"

Which of the following is the best example of puffery? a. "All natural ingredients." b. "Northwestern, the quiet company." c. "Happy hour every Friday." d. "You have tried the rest, now try the best." e. "Take two and call us in the morning."

d. "You have tried the rest, now try the best."

__________ attributes are product or service features that are important to buyers and that are used to differentiate among choices. a. Safety/performance b. Retrieval c. Financial d. Determinant e. Social

d. Determinant

__________ is a particularly good advertising medium for groceries and fast food. a. Television b. Direct mail c. Internet d. Radio e. Newspaper

d. Radio

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

d. Relationship selling

Evelyn knows that prospective customers are likely to raise reservations about price and quality. She needs to convince customers that her products represent a. the least expensive choice available. b. an environmental achievement. c. average quality for an average price. d. a good value. e. time savings.

d. a good value.

Saltdust Grill is known as the premier restaurant in town. With their elegant dining area, extensive wine list, and gourmet chef, residents and tourists flock to the restaurant. Recently, Trey took a large group to the Saltdust Grill and almost every diner sent their entrée back to the kitchen. The Saltdust Grill was experiencing a(n) __________ gap in service quality. a. empowerment b. knowledge c. communication d. delivery e. standards

d. delivery

Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to a. use personal selling to augment public relations. b. maximize rating points. c. minimize marketing communication expenditures. d. drive the receiver to action. e. shift encoding into decoding.

d. drive the receiver to action.

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

d. estimating the damage.

The IMC communication process includes all of the following EXCEPT a. the communication channel. b. the transmitter. c. the sender. d. evaluation. e. the receiver.

d. evaluation.

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

d. exchange rates

In very simple words, advertising is really about a. linking emotions with products. b. being creative. c. personal selling. d. getting consumers' attention. e. improving brand image.

d. getting consumers' attention.

The sender of an integrated marketing communication a. can assess the manner in which receivers interpret the message through gross rating points. b. must work with the advertising specialists to ensure all recipients interpret the message accurately. c. controls the meaning all receivers take from the message. d. has little control over what meaning any individual receiver will take from the message. e. should attempt to control how the message is received.

d. has little control over what meaning any individual receiver will take from the message.

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

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

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. a. publicity plan b. media flight plan decision c. media mix choice d. media buy e. monitoring and evaluation plan decision

d. media buy

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

d. monopolistic competition

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

d. posttest.

If a 1 percent decrease in price results in less than a 1 percent increase in the quantity demanded, demand is a. cross-price elastic. b. price elastic. c. status quo elasticity. d. price inelastic. e. derived demand inelastic.

d. price inelastic.

Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix. a. pricing b. place c. product d. promotion e. partnering

d. promotion

In _______________, many firms provide similar products that are considered substitutes for each other. a. a monopoly b. a duopoly c. monopolistic competition d. pure competition e. oligopolistic competition

d. pure competition

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

d. rent on the restaurant building.

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

d. sales orientation

Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know a. the advertising cost and the total communications expenditures. b. the internal rate of return and the projected expenditure level. c. the total number of units sold and the total cost of sales. d. sales revenue and advertising cost. e. gross margin and advertising cost.

d. sales revenue and advertising cost.

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design a. is everything. b. will determine pretesting and posttesting options. c. should always include coupons. d. should not overshadow the message. e. dictates tracking alternatives.

d. should not overshadow the message.

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a __________ gap exists. a. communication b. knowledge c. seniority d. standards e. delivery

d. standards

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

d. telemarketing.

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

d. the budgeting method used

When Ford introduced its Figo in India, it was responding to a. increased competition in the small car market. b. an increased need for large trucks to accommodate the burgeoning construction trade in India. c. India's movement away from small cars. d. the economic and social trends in India toward small cars. e. the new middle class in India who prefer status cars.

d. the economic and social trends in India toward small cars.

The right communication channel to use in IMC is a. network advertising, local newspapers, and regional radio stations. b. the one with the best encoding capabilities. c. the one that maximizes decoding difficulty. d. the one that will connect to the desired recipients. e. the traditional channel used in that particular retail sector.

d. the one that will connect to the desired recipients.

An advertising plan is crucial to an ad campaign because it a. offers insights into the creative leadership of mass media buyers. b. is required by the accounting department. c. stimulates demand for a product category. d. will later be used to measure the success or failure of the campaign. e. is the basis for sales commissions.

d. will later be used to measure the success or failure of the campaign.

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs. a. Push programs b. Trade incentives c. Targeted leader items d. B2B programs e. Sales promotions

e. Sales promotions

If you visit a Kentucky Fried Chicken restaurant in China, you will find congee, a rice porridge that can feature pork, pickles, mushrooms, and preserved egg, on the menu. This is an example of which global product strategy? a. Sell only products native to the various global markets. b. Sell only products native to the home country. c. Sell a product similar to that sold in the home country, but include minor adaptations. d. Sell the same products in both the home country market and the host country. e. Sell totally new products or services.

e. Sell totally new products or services.

What do the BRIC countries have in common? a. They are the four countries known for the highest levels of bribery in business and government. b. They are Asian countries experiencing explosive population growth. c. They have suffered more than most other countries in the recent recession. d. They participate together in a trading bloc. e. They are experiencing significant levels of economic growth.

e. They are experiencing significant levels of economic growth.

Assume the demand for electricity, a necessity with few substitutes, is -0.2. If the electric company raised its rates by 10 percent, we would expect a. a 10 percent decrease in quantity demanded. b. a 5 percent decrease in quantity demanded. c. a 2 percent increase in quantity demanded. d. a 10 percent increase in quantity demanded. e. a 2 percent decrease in quantity demanded.

e. a 2 percent decrease in quantity demanded.

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as a. brand preference. b. unaided recall. c. top-of-mind awareness. d. brand indifference. e. aided recall.

e. aided recall.

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

e. ask questions to clarify the issues.

The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the a. fixed cost margin. b. marginal revenue. c. unit cost. d. contribution per unit. e. break-even point.

e. break-even point.

Getting a commitment from the customer to purchase your product is also known as a. preparing for follow-up. b. asking for the bacon. c. wrapping it up. d. handling reservations. e. closing the sale.

e. closing the sale.

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

e. deal

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

e. fall under their control.

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

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

Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over a. the attitudes of customers. b. the knowledge gap consumers create. c. the way customers view them compared to competitors. d. the price of ingredients. e. how they communicate the services they promise.

e. how they communicate the services they promise.

Price skimming focuses on selling products to __________ and __________ in the consumer adoption process model. a. late majority; laggards b. early adopters; early majority c. laggards; innovators d. early majority; late majority e. innovators; early adopters

e. innovators; early adopters

Fred sells health insurance packages for small businesses. He has been given the names of ten new businesses in his town. During the qualifying leads stage of the selling process, Fred will likely try to assess which of the ten businesses a. are willing to meet with him. b. would respond best to a sales contest. c. are closest to his office. d. have order getters and order takers. e. need health insurance packages and can afford them.

e. need health insurance packages and can afford them.

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

e. percentage change in quantity demanded of product A compared to the percentage change in price of product B.

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to a. stimulate domestic demand. b. institutionalize pull strategies. c. promote social marketing. d. reduce international competition. e. protect consumers from deceptive practices.

e. protect consumers from deceptive practices.

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

e. reducing the price elasticity of demand.

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

e. reliability

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

e. sender

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining a. the complete FCC regulations. b. the Food and Drug Administration guidelines. c. the federal GAO regulations on advertising. d. the provisions of the Children's Television Act of 1990. e. the Better Business Bureau's Children's Advertising Review Unit guidelines.

e. the Better Business Bureau's Children's Advertising Review Unit guidelines.

One problem in relying on price elasticity and demand curves when setting prices is that a. competitors can construct the same demand curves, so there is no advantage in using them. b. only economists can properly analyze demand curves and set prices using this tool. c. marketing split from economics over the ideas of demand and elasticity. d. the underlying ideas of the demand curve and elasticity are less relevant in the modern economy. e. the way a product or service is marketed can have a profound impact on price elasticity.

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

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

e. the zone of tolerance

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

e. to maintain a sustainable competitive advantage.

When Jaime arrived at her hotel room and saw that the bed sheets had not been changed from the last hotel guest and there were cockroaches in the bathroom, she chose to go elsewhere. An undone, bug-infested room was not in Jaime's __________, which is the difference between what she really wants and what she will accept before looking for another hotel. a. patience zone b. service gap c. zone of tolerance d. delivery gap e. zone of intolerance

e. zone of intolerance

The consumer buying process begins when a. a consumer recognizes an unsatisfied need. b. consumers' functional needs are greater than their psychological needs. c. a consumer's performance risk is minimized. d. learning follows perception. e. a consumer enters a store.

a. a consumer recognizes an unsatisfied need.

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers a. actively tried to purchase from companies they considered responsible. b. were concerned with social responsibility, but not the ethical behavior of a company. c. didn't care if a company acted responsibly. d. had no idea if the companies they purchased from were responsible. e. purchased from companies they perceived to be ethical or not ethical equally.

a. actively tried to purchase from companies they considered responsible.

What is the appeal of Pinterest to marketers? a. allows products and services to receive unlimited exposure from fans b. creates excitement about service or products through gamification c. allows big-box stores to compete on a cost basis with online retailers d. generates customer engagement with products e. helps create exclusive merchandise for retailers

a. allows products and services to receive unlimited exposure from fans

To determine the market potential for its particular product or service, a firm should use a. as many metrics as it can obtain. b. GDP data. c. purchasing power parity data. d. inflation data. e. unemployment data.

a. as many metrics as it can obtain.

Each year, Doritos sponsors a Crash the Super Bowl contest, encouraging individuals to submit ads for Doritos to the contest. The winning ad is aired during the Super Bowl broadcast. Which segment of social networking users would be most likely to submit an ad for this contest? a. creators b. listeners c. sharers d. professionals e. bonders

a. creators

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its a. culture. b. cognitive frame. c. reference group. d. family. e. evoked set.

a. culture.

Exchange control refers to the regulation of a country's a. currency exchange rate. b. comparative inflation rate. c. countertrade exchange. d. quota rate of exchange. e. exchange tariffs.

a. currency exchange rate.

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process? a. evaluation of alternatives b. information search c. postpurchase evaluation d. need recognition e. situational analysis

a. evaluation of alternatives

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with a. evaluative criteria. b. social concerns. c. psychological needs. d. an evoked set. e. biased information.

a. evaluative criteria.

One measure of traffic from visitors on sites, the total page requests, is measured in units called a. hits. b. paths. c. tweets. d. impressions. e. clickers.

a. hits.

Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make a. impulse purchases. b. ritual consumption purchases. c. affective alternative decisions. d. limited problem solving decisions. e. extended problem solving decisions.

a. impulse purchases.

Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will most likely engage in a(n) __________ process. a. limited problem solving b. ritual consumption c. extended problem solving d. impulse buying e. affective decision

a. limited problem solving

Deceptive advertising and promotion of inferior products are examples of __________ ethical issues. a. marketing b. economic c. finance d. social e. accounting

a. marketing

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of a. marketing ethical issues. b. internal, controllable marketing issues. c. issues that don't even need to be discussed in ethical firms. d. marketing issues but not ethical issues. e. ethical issues but not marketing issues.

a. marketing ethical issues.

When a business buyer decides to change specifications such as quality or options associated with products purchased in the past, the buyer is engaged in a(n) __________ situation. a. modified rebuy b. side by side c. straight rebuy d. new buy e. adapted buy

a. modified rebuy

Alicia has been asked to approve a marketing campaign that, although it is not illegal, promotes food products to children. She is concerned that the food products are not particularly nutritious, although they are not as bad for children as some others sold by competitors. She reviews the tests in the Ethical Decision-Making Metric, and she decides her best course of action is to a. put the campaign on hold while she explores with the staff how they approached the ethical issues. b. ignore the metric as unworkable, since the campaign might pass some of the tests and fail others. c. not worry about the children; their parents are likely to make the buying decision, and they should be able to decide for themselves. d. consult the firm's code of ethics for guidance and leave personal ethical considerations out of the decision-making process. e. consider the profit potential first; then explore the vague tests in the metric.

a. put the campaign on hold while she explores with the staff how they approached the ethical issues.

What type of B2B organization is a retail store such as T.J. Maxx? a. reseller b. manufacturer c. institution d. Internet e. government

a. reseller

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

a. social reach, influence, and extended network

In most countries, __________ is one of the largest purchasers of goods and services. a. the central government b. a consumer buying center c. the national airline d. the intelligence agency e. the largest retailer

a. the central government

According to the text, which of the following has earned the highest Klout score? a. President Barack Obama b. Justin Bieber c. True Blood d. iPad mini Incorrect e. Ashton Kutcher

b. Justin Bieber

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on a. temporal factors. b. a noncompensatory decision rule. c. a compensatory decision rule. d. social factors. e. habitual decision making

b. a noncompensatory decision rule.

When reviewing her firm's business buying process, Carla noticed a company requirement that it must have at least three qualified bids from suppliers for any purchase over $50,000. This requirement is designed to a. slow down the purchase process. b. encourage the bidders to offer their best terms. c. efficiently organize resellers. d. foster democratic buying centers. e. minimize competitive pressure.

b. encourage the bidders to offer their best terms.

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for handicapped children. The letter writer is critical of a banner displayed at the event, with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. In the Framework for Ethical Decision Making, Hisaoki's company failed to a. brainstorm and evaluate alternatives. b. identify issues. c. analyze the needs of the industry. d. choose a course of action. e. promote the firm's corporate social responsibility efforts.

b. identify issues.

The Northwoods University IT department is planning to buy additional computers for the computer lab. Pedro Bechara, manager of the lab, is asked for a recommendation, and he suggests buying Macintosh computers instead of Windows PCs. What role does Pedro play in the buying center? a. decider b. influencer c. buyer d. initiator e. gatekeeper

b. influencer

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information. a. psychological and functional b. internal and external c. ritual and spiritual d. compensatory and noncompensatory e. interpersonal and sensual

b. internal and external

Christopher bought Timberland boots because he felt they were perfect for his outdoor activities. Patrick bought the same kind of boots because he felt they were stylish, especially with the logo clearly visible. The psychological factor driving Patrick's behavior is a. learned behavior. b. lifestyle. c. a functional need. d. brand association. e. his evoked set.

b. lifestyle.

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using? a. microblogging b. media sharing c. social networking d. social bookmarking e. thought sharing

b. media sharing

In a(n) __________ situation, the buyer has purchased a similar product in the past but has decided to change some specifications. a. adapted buy b. modified rebuy c. straight rebuy d. generic buy e. new buy

b. modified rebuy

Both the B2B and B2C buying processes begin with a. central planning. b. need recognition. c. postpurchase dissonance. d. order specification. e. alternative evaluation.

b. need recognition.

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

b. photo sharing

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to a. develop customer education and engage with others users. b. provide visual experiences and engage with customers. c. stimulate excitement. d. develop customer education. e. energize customers and stimulate excitement.

b. provide visual experiences and engage with customers.

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's hierarchy of needs? a. love b. safety c. esteem d. physiological e. self-actualization

b. safety

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

b. sharers

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to? a. creators b. sharers c. bonders d. professionals e. listeners

b. sharers

When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about? a. target audience impact b. social reach c. extended network presence d. influence e. information flow

b. social reach

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as a. target audience. b. social reach. c. influence. d. the extended network. e. information flow.

b. social reach.

Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these __________ factors will influence consumers' purchase decisions. a. extended habitual b. store atmosphere c. postpurchase dissonance d. social e. interpersonal

b. store atmosphere

Derek bought a pickup truck to transport his equipment to fishing tournaments. He also bought a trailer for his lawn maintenance business. His purchases were a. both B2C purchases since he is the user in both situations. b. B2B and B2C, respectively. c. B2C and B2B, respectively. d. both B2B purchases since he is the user in both situations. e. neither B2C nor B2B since he is the consumer and his uses might be mixed.

c. B2C and B2B, respectively.

Alex decides to make a donation to the Autism Research Institute. Which component of Alex's attitude toward autism research does this represent? a. affective component b. connected component c. behavioral component d. affordable component e. cognitive component

c. behavioral component

When Toyota owners began to report problems with sticking accelerator pedals and non-functioning brakes, Toyota at first ignored or rejected the claims. Eventually, the company evaluated the issue and did a recall. Which of the four steps of the Ethical Decision-Making Framework was Toyota performing when it recalled several of its 2007-2010 models? a. assess risk b. identify issues c. choose a course of action d. brainstorm and evaluate alternatives e. gather information and identify stakeholders

c. choose a course of action

Business-to-business marketing involves buying and selling goods or services by all of the following EXCEPT a. producers. b. wholesalers. c. consumers. d. manufacturers. e. retailers.

c. consumers.

Zappo's online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappo's sends a humorous email saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's a. postpurchase dissonance. b. position in the evoked set. c. conversion rate. d. selective perception. e. reference group influence.

c. conversion rate.

Multinational corporations are recognizing their responsibility to the people who make their products a. unless another firm actually employs the workers. b. when it suits them financially. c. even if they aren't their employees. d. when public attention might embarrass the corporation. e. if the local government suggests that the company pay bribes to officials.

c. even if they aren't their employees.

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

c. higher levels of imports than exports.

The president of the Northwoods University student body made a formal request to the IT department for additional computers in the main computer lab. The student body president is the __________ in the buying center. a. gateway b. buyer c. initiator d. decider e. gatekeeper

c. initiator

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

c. media sharing

The buying decision is likely to be most complex and take longest to complete in a(n) __________ B2B buying situation. a. adapted buy b. generic buy c. new buy d. modified rebuy e. straight rebuy

c. new buy

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

c. personal; professional

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to? a. bonders b. listeners c. professionals d. creators e. sharers

c. professionals

The Ethical Decision-Making Framework includes all of the following steps EXCEPT a. choose a course of action. b. identify issues. c. promote the firm's corporate social responsibility efforts. d. brainstorm and evaluate alternatives. e. gather information and identify stakeholders.

c. promote the firm's corporate social responsibility efforts.

Most B2B buying situations can be categorized as new buys, modified rebuys, and a. adapted buys. b. generic buys. c. straight rebuys. d. ordinary rebuys. e. minor buys.

c. straight rebuys.

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of a. internal, controllable marketing issues. b. marketing issues but not ethical issues. c. issues that don't even need to be discussed in ethical firms. d. marketing ethical issues. e. ethical issues but not marketing issues.

d. marketing ethical issues.

A(n) __________ situation in B2B marketing is similar to limited problem solving in the B2C process. a. generic buy b. adapted buy c. new buy d. modified rebuy e. straight rebuy

d. modified rebuy

When auditing expenses claimed by the university president, the auditors found extravagant spending on $1,000 per night hotels, banquets, and gourmet restaurants. The president was fired, alumni donations declined, and staff members—who were disturbed by the extravagance while staff salaries were frozen—quit their jobs. This example illustrates a. that the extravagant spending should have been kept quiet to minimize damage to the university. b. the lack of information needed to make ethical decisions. c. that the impact of unethical actions can affect the organization in unanticipated ways. d. that universities are more corrupt than companies. e. the need to identify issues.

c. that the impact of unethical actions can affect the organization in unanticipated ways.

Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm's buying center? a. Decider b. Initiator c. Gatekeeper d. Influencer e. Leader

d. Influencer

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

d. YouTube

Compared to the average company, firms with strong ethical climates tend to a. offer more goods and services. b. employ more business development consultants. c. invest more in sales training software. d. be more socially responsible. e. have higher turnover.

d. be more socially responsible.

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address? a. keyword analysis b. sentiment analysis c. mobilization rates d. bounce rates e. page views

d. bounce rates

This type of thought-sharing site typically provides the highest level of control for companies. a. professional blog b. Flickr c. personal blog d. corporate blog e. Google+

d. corporate blog

For every consumer who purchases a pair of TOMS shoes for $55.00, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in a. environmental marketing. b. marketing ethics. c. business ethics. d. corporate social responsibility. e. overpricing its products.

d. corporate social responsibility.

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

d. creators

Paula has developed a successful business selling appliances to homebuilders. She carefully monitors the issuance of new home permits to anticipate how many appliances she will need to buy to supply her customers. Paula is concerned with __________ demand. a. modified b. secondary c. rebuy d. derived e. delayed

d. derived

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets. a. safety and situational b. functional and social c. postpurchase and prepurchase d. functional and psychological e. psychological and physiological

d. functional and psychological

When making decisions, managers often have to decide between doing what is beneficial for them (and possibly the firm) in the short run, and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a firm a. must evaluate its quarterly profit statement from an ethics standpoint. b. should adhere rigidly to legal standards in its industry. c. must state its long-term goals in general terms, so as to not interfere with managers' short-term goals. d. must ensure that long-term goals of the firm are aligned with the short-term goals of each individual within the firm. e. must always put society's needs ahead of the firm's needs.

d. must ensure that long-term goals of the firm are aligned with the short-term goals of each individual within the firm.

When Natasha took over as facilities manager for Burlington Furniture Manufacturing, she was shocked to see the factory was still heated with a coal-fired boiler. She made an immediate decision to upgrade the heating system to something more efficient, and began to research available options. For Natasha and Burlington Furniture, this represented a(n) __________ situation. a. straight rebuy b. modified rebuy c. adapted buy d. new buy e. generic buy

d. new buy

While no one in the firm has discussed it, Brad notices everyone else seems to dress more casually on Fridays during the summer. Brad is observing part of his firm's a. human resources policy. b. employee obligations. c. governing principles. d. organizational culture. e. code of ethics.

d. organizational culture.

American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different a. risk factors. b. factual norms. c. postpurchase dissonance. d. perceptions. e. attitudes.

d. perceptions.

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably concerned with __________ risk. a. physiological b. financial c. social d. performance e. psychological

d. performance

Tariffs, quotas, and currency exchange policies affect global a. offshore product design. b. logistics. c. promotion. d. pricing strategies. e. advertising.

d. pricing strategies.

All of the following terms are generally associated with the definition of corporate social responsibility EXCEPT a. social impact. b. environmental impact. c. voluntary. d. profit. e. stakeholders.

d. profit.

One Laptop Per Child is a nonprofit initiative with the goal of making extremely low-cost laptops available to children in the developing world to help them learn skills, with the goal of helping them to learn skills needed in today's workforce. If some of the low-cost technology developed for this laptop found its way into laptops created for U.S. consumers, this would be an example of a. glocalization. b. franchising. c. a strategic alliance. d. reverse innovation. e. purchasing power parity.

d. reverse innovation.

From a marketing perspective, what role is played by professional bloggers? a. sharing videos and photos of products b. recruiting employees c. engaging customers on behalf of companies d. reviewing and giving product recommendations e. introducing new products to the marketplace

d. reviewing and giving product recommendations

Janice was disturbed to find that the real estate company she had just started working for did not have a(n) __________, the starting point for creating a strong ethical climate. a. ethical behavior seminar b. employment contract c. ethical activity bonus d. set of ethical values e. social responsibility program

d. set of ethical values

There is a saying, "Never go to the grocery store hungry." This saying suggests that a consumer's __________ state may adversely affect purchasing decisions. a. shopping b. social c. external d. temporal e. theoretical

d. temporal

Global marketers typically find distribution in developing countries is more complex because a. most consumers in developing countries live in densely populated cities. b. distribution is more heavily regulated in developing countries. c. consumers in developing countries have very specific preferences. d. they must go through many types of distribution channels. e. the infrastructure is more advanced in most developing countries.

d. they must go through many types of distribution channels.

How might a technology company like Apple ensure that it behaves in a socially responsible way toward its customers? a. By ensuring that it pays its employees fairly. b. By ensuring that its packaging materials are recyclable. c. By adhering to government-mandated safety standards in its stores. d. Social responsibility isn't relevant where customers are concerned; it has to do with serving society as a whole. e. By protecting the privacy of personal information collected on its website.

e. By protecting the privacy of personal information collected on its website.

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework? a. Excite b. Energize c. Experience d. Engage e. Educate

e. Educate

Many executives and corporate boards of directors do not perceive social responsibility as part of their mission or responsibility. These business leaders consider corporate social responsibility to be a. a basic requirement of any business. b. the equivalent of the AMA ethical value, "Do no harm." c. a component of basic business ethics. d. the key to operational effectiveness. e. beyond the norms of corporate ethical behavior.

e. beyond the norms of corporate ethical behavior.

When a business customer engages in a straight rebuy, the member of the buying center most likely to be involved in the purchase is the a. user. b. initiator. c. influencer. d. decider. e. buyer.

e. buyer.

When Goodwish Marketing decided to upgrade its network, many people were involved in the decision. In B2B buying systems, decisions are often made a. through community debating organizations. b. quickly. c. by a single expert. d. at auction sites. e. by a committee after considerable deliberation.

e. by a committee after considerable deliberation.

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its a. collection ratio. b. customer total. c. culture quotient. d. consumer index. e. conversion rate.

e. conversion rate.

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called a. perceived risk factors. b. trade-off elements. c. short lists. d. an evoked set. e. determinant attributes.

e. determinant attributes.

Culture affects a. how consumers decide to make their purchases. b. what consumers decide to purchase. c. when consumers decide to make their purchases. d. where consumers decide to make their purchases. e. every aspect of consumers' purchase decisions.

e. every aspect of consumers' purchase decisions.

The consumer's level of involvement can lead to two types of buying decisions: __________ and __________. a. physiological/safety; esteem/self-actualization b. culturally influenced; autonomous c. economic; social d. habitual; extended e. extended problem solving; limited problem solving

e. extended problem solving; limited problem solving

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the Framework for Ethical Decision Making, the first thing Garrett should do is to a. choose a course of action. b. brainstorm and evaluate alternatives. c. promote the firm's corporate social responsibility efforts. d. gather information and identify stakeholders. e. identify issues that need to be addressed.

e. identify issues that need to be addressed.

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. Raycom's engineers have been asked to provide detailed specifications and recommendations for the equipment needed. The Raycom engineers will primarily play the __________ role in the company's buying center. a. user b. initiator c. gatekeeper d. buyer e. influencer

e. influencer

Among the factors affecting the consumer decision-making process is/are __________, the way consumers spend their time and money to live. a. conspicuous consumption b. the demonstration effect c. life standards d. external validation e. lifestyle

e. lifestyle

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

e. may limit exposure if ad is very successful

Malcolm buys overrun clothing from factories around the South. He sells the clothes to discount retailers. Malcolm is a a. manufacturer. b. factory agent. c. consumer. d. producer. e. reseller.

e. reseller.

Marketers frequently design customer relationship management programs to a. improve profit margins. b. increase internal information search. c. reinforce postpurchase cognitive dissonance. d. attract consumers who have safety needs. e. retain loyal customers.

e. retain loyal customers.

When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda's __________ set. a. evoked b. deterministic c. universal d. behavioral e. retrieval

e. retrieval

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

e. surplus

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be a. the number of people who entered the contest plus the number of people who visited the page describing the contest. b. the number of people who entered the contest. c. the percentage of fans of the company's page who learned about the contest. d. the number of people who visited the page describing the contest. e. the percentage of visitors to the page describing the contest who entered the contest.

e. the percentage of visitors to the page describing the contest who entered the contest.

Chris laughed at some of the cultural mistakes companies made in advertising and promotion in international trade while he was in school. Now he was trying to determine what had gone wrong with the campaign he had planned in Latin America for his company's product, and it didn't seem quite as amusing. He narrowed the issues down to sociocultural factors. He was looking at both __________ and __________. a. potential tariffs; symbols b. language; trading blocs and social structure c. verbal communication; logistics d. product uses; currency rates e. visible artifacts; underlying values

e. visible artifacts; underlying values