MKT 340 Final

Omaha Steaks sending e-mail coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of 1. advertising. 2. public relations. 3. personal selling. 4. direct marketing. 5. sales promotions.

direct marketing.

What is the first step in the marketing research process? 1. collecting the data 2. designing the research 3. defining the objectives and research needs 4. analyzing the data 5. developing and implementing an action plan

defining the objectives and research needs

Bowflex and Jenny Craig develop advertisements featuring celebrities to address their target markets' need for feeling good about themselves. This is an example of which of the following? 1. social appeal 2. utilitarian appeal 3. relational appeal 4. emotional appeal 5. information appeal

emotional appeal

The salient or important attributes about a particular product that a consumer bases his or her product evaluation on are called 1. attribute sets. 2. affective components. 3. evaluative criteria. 4. psychological decision rules. 5. situational factors.

evaluative criteria.

When John was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Consumer Reports magazine as well as from Edmunds.com. Which of the following corresponds most closely to this aspect of the decision process? 1. needs recognition 2. internal search for information 3. external search for information 4. experiential search for information 5. impulse buying

external search for information

Although it is often an inexpensive source, _____ are sometimes not adequate to meet the needs of the researcher since they were acquired for some purpose other than the research question at hand. 1. external primary data 2. external secondary data 3. internal primary data 4. syndicated internal data 5. tertiary data

external secondary data

As _____, one of the advantages that pioneers have is they create a new market or product category, establishing a commanding initial market share lead. 1. laggards 2. imitators 3. first movers 4. fashion cycles 5. early adopters

first movers

Coppertone uses a _________ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends. 1. status quo 2. pulsing 3. flighting 4. seasonal 5. continuous

flighting

Using an unstructured method of inquiry, _____ involve a trained moderator guiding the conversation of a small group of individuals in an intensive discussion about a particular topic. 1. in-depth interviews 2. focus group interviews 3. social media research 4. survey research 5. scanner-based research

focus group interviews

Which of the following pertains to the performance of a product or service? 1. need recognition 2. functional needs 3. demographic needs 4.psychological needs 5. cultural needs

functional needs

Whenever Meredith buys toothpaste, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Meredith is engaged in 1. habitual decision making. 2. limited problem solving. 3. impulse buying. 4. high involvement processing. 5. extended problem solving.

habitual decision making.

Anita is conducting a country market assessment and is focusing on four key elements: distribution channels, transportation systems, communication systems, and commerce. In doing so, Anita is evaluating which component of the market assessment? 1. government actions 2. urbanization 3. infrastructure 4. economic analysis 5. sociocultural analysis

infrastructure

Service providers must offer cues to help their customers experience and perceive their service more positively and reinforce the benefit or value of what will be offered to overcome the _____ nature of their offering. 1. inseparable 2. heterogeneous 3. perishable 4. intangible 5. unexaminable

intangible

A manufacturer of T-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a _____ targeting strategy. 1. one-to-one 2. mass marketing 3. concentrated 4. differentiated 5. micromarketing

mass marketing

Demand for movie tickets is high on weekends and holidays. To compensate for low ticket sales during the week, some movie theaters offer discounted tickets to stimulate weekday demand. This is an example of the _____ nature of services. 1. variable 2. intangible 3. inseparable 4. immutable 5. perishable

perishable

Services are _____ in that they cannot be stored for use in the future. 1. variable 2. intangible 3. perishable 4. immutable 5. inseparable

perishable

A local pizza parlor located on campus offers a student rate for its pizza lunch special. This is a form of 1. predatory pricing and is legal. 2. predatory pricing and is illegal. 3. bait-and-switch pricing and is legal. 4. price discrimination and is illegal. 5. price discrimination and is legal.

price discrimination and is legal.

For ________ to work, the product or service must be perceived as breaking new ground in some way, offering consumers new benefits currently unavailable in alternative products. 1. price lining 2. loss leader pricing 3. penetration pricing 4. price fixing 5. price skimming

price skimming

People who are considered "innovators" in that they are willing to pay a higher price to obtain a new product or service, would likely not object to a _______ strategy. 1. price lining 2. price skimming 3. predatory pricing 4. price fixing 5. bait-and-switch pricing

price skimming

What factors are used in the rule-of-thumb methods to determine the communication budget? 1. prior sales and communication activities 2. type of media and its associated costs 3. communication objectives and target audience 4. gross profit and type of media 5. market share and gross profit

prior sales and communication activities

Which of the following entails a process of balancing various engineering, manufacturing, marketing, and economic considerations to develop a product's form and features or a service's features? 1. market testing 2. concept testing 3. product launch 4. idea generation 5. product design

product design

With use of ________ pricing, a shipper charges one rate no matter where the buyer is located. 1. zone 2. even 3. uniform delivered 4. category delivered 5. cost-based

uniform delivered

A survey asks respondents to answer the question "What are the most important features you would look for in choosing a new refrigerator, and why?" What type of question is this? 1. structured question 2. closed-ended question 3. unstructured question 4. multiple-choice question 5. biased question

unstructured question

Which of the following is not a demographic listed in your text that would typically be used to identify consumer markets? 1. age 2. gender 3. race 4. religion 5. income

religion

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of ________ advertising to prompt purchases. 1. informative 2. persuasive 3. reminder 4. push 5. pull

reminder

Customers can use the Internet to share their opinions about products and service via YouTube, Facebook, and Twitter. In doing so, they can help facilitate the consumer decision process through use of 1. e-commerce. 2. social media. 3. computer-driven shopping. 4. mobile marketing. 5. free advertising.

social media.

When a manufacturer based in New York City charges more to ship to customers in Los Angeles and less to ship to customers in Memphis, it is using 1. zone pricing. 2. variable pricing. 3. uniform delivered pricing. 4. flexible delivered pricing. 5. inflated pricing.

zone pricing.

When firms ask a series of questions about each service quality dimension that relate to customers' perceptions of how well the local service performs and how well a competitive service performs, from low to high, they are defining the 1. voice-of-the-consumer. 2. zone of tolerance. 3. dimensions of service quality. 4. standards gap. 5. service recovery.

zone of tolerance.

Now that the oldest _____ are collecting Social Security, it is clear that this cohort will be the largest population of 50-plus consumers the United States has ever seen. 1. Generation Y 2. Generation X 3. Baby Boomers 4. the Millennials 5. Generation Z

Baby Boomers

After World War II, the birthrate in the United States rose sharply, resulting in a group known as 1. Gen Yers. 2. Gen Xers. 3. Baby Boomers. 4. Digital Natives. 5. Millennials.

Baby Boomers.

The first physical form or service description of a new product, still in rough form, having the same properties as a new product, but produced through different manufacturing processes, is called 1. an idea. 2. a concept. 3. a model. 4. a prototype. 5. a pioneer.

a prototype.

According to the BCG matrix, which type of product typically has excess resources which can be used to support other products that need additional resources? 1. cash cows 2. stars 3. question marks 4. dogs 5. leaders

cash cows

Which of the following falls into the category of being a general merchandise retailer? 1. bank 2. category specialist 3. supermarket 4. convenience store 5. warehouse club

category specialist

The number of participants who discontinue use of a service, divided by the average number of total participants, yields a measurement called 1. churn. 2. bounce rate. 3. influence. 4. syndication. 5. sentiment.

churn.

What are the three components that make up a person's attitude? 1. cognitive, affective, behavioral 2. psychological, behavioral, social 3. perception, motives, needs 4. universal, evoked, reference 5. internal, external, habitual

cognitive, affective, behavioral

When a publisher's sales representative visits the office of a university professor without an appointment to discuss the latest textbook offerings available, this is an example of 1. canvassing. 2. cold calling. 3. order-taking. 4. order getting. 5. telemarketing.

cold calling.

Amanda is a sales representative at the Anderson Music Instrument Company. She receives compensation whereby payment is based on sales volume or profitability. this is referred to as 1. salary. 2. commission. 3. bonus. 4. a sales contest. 5. an award.

commission.

The five Cs of pricing include all of the following except 1. company objectives. 2. competition. 3. commissions. 4. costs. 5. channel members.

commissions.

If firms are more realistic about the services they can provide and at the same time manage customer expectations effectively, they generally can close this gap. 1. knowledge 2. standards 3. delivery 4. communication 5. ethical

communication

When a product is offered in a foreign market but cultural differences slow down the diffusion process, it would most likely be attributed to low levels of 1. innovation. 2. compatibility. 3. observability. 4. complexity. 5. trialability.

compatibility.

When Lucia and her husband planned their anniversary weekend at a ski resort, they discovered that the price advertised was not available during the weekend, and a three-day minimum stay was required. This scenario reflects a _____ gap between Lucia and her husband, and the ski resort. 1. knowledge 2. standards 3. delivery 4. communication 5. ethical

communication

Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV represents which component of the communication process? 1. transmitter 2. communication channel 3. receiver 4. feedback 5. noise

communication channel

Retailers using a high/low pricing strategy often communicate this through the creative use of ________, which is the price against which buyers compare the actual selling price of the product and that facilitates their evaluation process. 1. price lining 2. the improvement value 3. prices ending in odd numbers 4. a reference price 5. the cost of ownership

a reference price

A product that is perceived to be better than most substitutes is said to have ______, which should speed up the diffusion process. 1. a relative advantage 2. compatibility 3. observability 4. complexity 5. trialability

a relative advantage

In response to increased consumer demand for healthful beverages, companies like Coca-Cola and Pepsi introduced new product lines like fruit juice to ______ their product mix. 1. increase the depth of 2. decrease the depth of 3. increase of breadth of 4. decrease the breadth of 5. consolidate

increase the breadth of

According to your text, which of the following is not one of the fundamental changes that have resulted in global markets? 1. reductions or eliminations of trade barriers by country governments 2. decreasing concerns of distance and time with regard to moving products and ideas across countries 3. increased use of tariffs and embargoes by countries 4. the standardization of laws across borders 5. globally integrated production processes

increased use of tariffs and embargoes by countries

Automobile manufacturers such as Ford and General Motors often use _______ distribution, such that dealers act as retailers. 1. modified 2. indirect 3. secondary 4. ancillary 5. direct

indirect

When a firm evaluates how other companies react to the firm's marketing activities, it is attempting to understand what aspect of the immediate environment? 1. the culture 2. the consumers 3. its competitors 4. its communicators 5. its corporate partners

its competitors

Problems with this entry approach can arise when the partners disagree or if the government places restrictions on the firm's ability to move its profits out of the foreign country and back to its home country. 1. franchise 2. joint venture 3. strategic alliance 4. direct investment 5. indirect investment

joint venture

Starbucks traditionally has relied on a franchising model to expand internationally. But when it came to India, the coffee chain took another approach. It allied with Tata Group, another huge international name, to create the Tata Starbucks Limited 1. joint venture. 2. strategic alliance. 3. direct investment. 4. distribution system. 5. indirect investment.

joint venture.

Customers' expectations are based on their experiences. If a customer expects his hotel room to be ready when he arrives, but encounters a wait because it is not prepared, this reflects a ______ gap on the part of the hotel because it did not understand the customer's expectations. 1. knowledge 2. standards 3. delivery 4. communication 5. ethical

knowledge

Generally, the ______ and ______ sophisticated the channel member, the less likely that it will use supply chain intermediaries. 1. smaller; less 2. smaller; more 3. larger; more 4. shorter; more 5. larger; less

larger; more

Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to 1. lead by example. 2. hire only independent agents to reduce company liability. 3. not lost valuable sales time to training. 4. look only at sales profitability numbers. 5. recruit salespeople who always put the company interests ahead of ethical concerns.

lead by example.

In a service recovery situation, the extent to which a customer perceives the benefits of the "solution" compared to the costs of the inconvenience associated with the service failure will determine the 1. level of assurance. 2. level of distributive fairness. 3. level of procedural fairness. 4. zone of tolerance. 5. communication gap.

level of distributive fairness.

Hilton's HHonors is an example of a ________, which is specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. 1. sampling program 2. rebate 3. premium 4. cross-promotion 5. loyalty program

loyalty program

As a means to reach large numbers of anonymous audience members, the NBC network is considered to be which of the following types of media? 1. mass media 2. niche media 3. utilitarian media 4. emotional media 5. transatlantic media

mass media

A _____ is a measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and also to predict the future. 1. benchmark 2. target 3. metric 4. segment 5. scale

metric

Mr. Dennison knows each and every child who comes into his Kumon reading center, and prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business? 1. mass marketing 2. segment marketing 3. niche marketing 4. micromarketing 5. concentrated marketing

micromarketing

The Food Network and Cook's Illustrated magazine both fall into which of the following categories of media? 1. DIY media 2. mass media 3. niche media 4. specialty media 5. utilitarian media

niche media

The _____ method determines the budget required to undertake specific tasks to accomplish communication objectives. 1. task 2. available budget 3. objective-and-task 4. rule-of-thumb 5. competitive parity

objective-and-task

If Fisher-Price wanted to conduct research to determine the colors that best attract babies to its toys and engage them in interactive play, it would most likely use ______ research. 1. social media 2. focus group 3. exploratory 4. quantitative 5. observation

observation

Behavioral segmentation based on when a product or service is purchased or consumed is called ______ segmentation. 1. occasion 2. lifestyle 3. demographic 4. psychographic 5. location

occasion

When marketers strive to get their customers the merchandise they want, when they want it, in the required quantities, and at a lower delivered cost than that of their competitors, they are hoping to achieve a sustainable competitive advantage through ____ excellence. 1. locational 2. operational 3. product 4. customer 5. strategic

operational

The _____ stage of the new product development process can involve the development of a prototype for alpha or beta testing. 1. market testing 2. concept testing 3. product launch 4. idea generation 5. product development

product development

Kellogg's has a variety of brands in its cookies and crackers ______, including Cheez-It crackers, Keebler Townhouse Club crackers, Famous Amos cookies, and Keebler Fudge Shoppe. 1. product line 2. product mix 3. marketing mix 4. augmented products 5. brand extension

product line

Introduced in 1920, Band-Aid now has more than 40 products in its product line to help heal cuts and scrapes. Band-Aid has, over the years, increased its 1. product line depth. 2. product mix breadth. 3. product line breadth. 4. product mix depth. 5. augmented product line.

product line depth.

The complete set of Kellogg's offerings representing its _____ includes ready-to-eat cereal, toaster pastries, wholesome portable breakfast snacks, cookies, crackers, and natural organic brands. 1. product line 2. product mix 3. marketing mix 4. product variability 5. brand extension

product mix

Variable costs are affected by 1. profit margins. 2. production levels. 3. marketing outlays. 4. contribution per unit. 5. the break-even point.

production levels.

Using a __________, merchandise cartons are prepackaged by the vendor for a specific store. 1. pick-ticketing center 2. cross-docking distribution 3. floor-ready merchandise 4. checking system 5. customer-to-store distribution

cross-docking distribution

J. Crew teaming up with several famous brands, including Belstaff and Timex, to offer exclusive products in the J. Crew stores and on its website is an example of 1. sampling. 2. POP displays. 3. cross-promoting. 4. dual marketing. 5. product placement.

cross-promoting.

When two or more firms join to reach a specific target market, it is referred to as 1. cross-promoting. 2. pulsing. 3. flighting. 4. product placement. 5. product highlighting.

cross-promoting.

For the sake of expediency, marketers creating a ______ assume that the firm will not increase its expenditures on advertising and that the economy will not change in any significant way. 1. price point analysis 2. break-even analysis 3. demand curve 4. product curve 5. price elasticity curve

demand curve

When defining its market segments, the XYZ company identifies groups based on characteristics such as age, gender, income, and education. What type of market segmentation is this? 1. geographic 2. demographic 3. psychographic 4. geodemographic 5. lifestyle

demographic

Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not served by the firm? 1. product development 2. market development 3. market penetration 4. diversification 5. demarketing

diversification

General Motors determined that it would close down divisions that were in low-growth markets that had relatively low market shares. According to the BCG product portfolio analysis, GM was identifying divisions in the ____ category for closure. 1. stars 2. cash cows 3. clunkers 4. question marks 5. dogs

dogs

Airlines that offer lower fares on seats shortly before the flight's departure date to fill empty seats are utilizing what type of pricing tactic? 1. status quo pricing 2. premium pricing 3. cross-pricing 4. complementary pricing 5. dynamic pricing

dynamic pricing

Although they enjoy novelty and are considered to be opinion leaders, _______ are not the first to purchase new product innovations. 1. laggards 2. innovators 3. early adopters 4. the late majority 5. the early majority

early adopters

If the _______ buying group is relatively small, the number of people who ultimately adopt the innovation likely will also be small. 1. laggard 2. early adopters 3. innovator 4. the late majority 5. the early majority

early adopters

In a(n) _____ demand scenario, relatively small changes in price will generate fairly large changes in the quantity demanded. 1. elastic 2. inelastic 3. target profit 4. target return 5. competitive parity

elastic

A(n) _____ involves the computer-to-computer transmission of sales data, purchase orders, invoices, and data about returned merchandise between a retailer and its vendors. 1. electronic data interchange 2. electronic data warehouse 3. stock keeping unit 4. universal product code 5. radio frequency identification tag

electronic data interchange

A desirable personal trait of good salespeople is ______, where they care about their customers, their issues, and their problems. 1. personality 2. optimism 3. resilience 4. self-motivation 5. empathy

empathy

Mercy Hospital uses patient questionnaires to determine that the bedside manner of each of its doctors on staff meets patient needs, thus monitoring the _____ dimension of service quality. 1. empathy 2. tangibles 3. reliability 4. assurance 5. responsiveness

empathy

The five distinct service dimensions that customers use to evaluate how well a service meets or exceeds their expectations include reliability, responsiveness, assurance, tangibles, and 1. empathy. 2. ethics. 3. sympathy. 4. friendliness. 5. courtesy.

empathy.

When designing in-store signage, retailers often develop signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ______ component of the communication process. 1. communication channel 2. receiver 3. feedback 4. encoding 5. sender

encoding

Because it has been at the center of success for many companies, marketing is considered a cornerstone of 1. ethics. 2. supply chains. 3. entrepreneurship. 4. freedom of speech. 5. the gross national product.

entrepreneurship.

When Catherine was considering different brands of jeans to buy, she could think of only three she would actually consider purchasing. These three brands make up her ______ set. 1. universal 2. retrieval 3. purchase 4. evoked 5. brand

evoked

Luxury goods firms such as Coach use a(n) ________ distribution strategy to limit sales to one or only a few select, higher-end retailers in each region, because selling its product in full-line discount stores or off-price retailers would weaken its image. 1. collective 2. exclusive 3. intensive 4. selective 5. variable

exclusive

A brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer is referred to as a(n) 1. category specialist. 2. selective brand. 3. category killer. 4. exclusive brand. 5. co-op brand.

exclusive brand.

Marketing researchers should collect information on consumers only for the purpose of 1. protecting national security. 2. controlling access to confidential information. 3. producing unbiased, factual information. 4. selling under the guise of conducting marketing research. 5. collecting research by convincing respondents it is part of a fund-raising effort.

producing unbiased, factual information.

A firm that creates value by developing a variety of offerings including goods, services, and ideas is doing so through which element of the four Ps? 1. price 2. place 3. planning 4. people 5. product

product

Lawn care products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. the specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs? 1. behavioral 2. demographic 3. psychographic 4. geographic 5. geothermal

geographic

Frito-Lay's SunChips line of snack foods uses solar power at one of its eight production facilities to harness the sun's energy to produce its products. This is an example of consumer demand for ____ products. 1. green-oriented 2. clean-packaged 3. inexpensive 4. ethically-produced 5. energy-efficient

green-oriented

The social trend of _____ is causing consumers to questions whether or not firms are truly operating with consideration for the environment or simply changing marketing efforts in order to appear that they are. 1. thrift 2. health and wellness 3. greener consumers 4. privacy concerns 5. a time-poor society

greener consumers

Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of 1. greenwashing. 2. eco-selling. 3. eco-marketing. 4. greener advertising. 5. green promotion.

greenwashing.

Which standardized metric of output is used to gauge the size and market potential of an economy? 1. the consumer price index 2. purchasing power parity 3. the producer price index 4. gross national income 5. gross domestic product

gross domestic product

______ consists of GDP plus the net income earned from investments abroad (minus any payments made to nonresidents who contribute to the domestic economy). 1. the trade deficit 2. the consumer price index 3. gross domestic product 4. gross national income 5. purchasing power parity

gross national income

At which stage in the product life cycle do sales experience their most rapid increase? 1. product development 2. introduction 3. growth 4. maturity 5. decline

growth

During the ______ stage, firms attempt to reach new consumers by studying their preferences and producing different product variations--varied colors, styles, or features--which enable them to segment the market more precisely. 1. introduction 2. growth 3. maturity 4. first 5. decline

growth

When UPS decides to add to its fleet of planes, Boeing's sales team can address technical aspects of its new aircraft as well ass assist in the economic justification for the purchase. In this way, Boeing adds value most directly by 1. providing information and advice. 2. saving time and simplify buying. 3. building relationships. 4. reducing marketing costs. 5. increasing profitability.

providing information and advice.

Jack describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers would use this type of information when developing ______ segments. 1. niche 2. geographic 3. demographic 4. psychographic 5. geodemographic

psychographic

When she was looking for a new car, Francesca was considering both American and foreign made vehicles, but her father and boyfriend both encouraged her to buy American made brands. Which of the following social factors explain this type of influence? 1. culture 2. temporal state 3. lifestyle factors 4. reference groups 5. situational factors

reference groups

The sales philosophy and process that emphasizes a commitment to maintaining customer relationships over the long term and investing in opportunities that are mutually beneficial to all parties is known as ______ selling. 1. long-term 2. personal 3. relationship 4. benefit 5. value

relationship

When Best Buy customers experience computer problems, the company offers its Geek Squad for door-to-door service as well as in-store assistance. The Geek Squad fulfills the role of 1. order takers. 2. retailer reps. 3. independent reps. 4. manufacturer's reps. 5. sales support personnel.

sales support personnel.

When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which value of personal selling? 1. matching supply with demand 2. saving time and simplify buying 3. building relationships 4. reducing marketing costs 5. leveraging contacts

saving time and simplify buying

For most products, the UPC code would be located on the _______ package. 1. primary 2. secondary 3. extended 4. inside 5. principal

secondary

Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? 1. establish overall strategy or objectives 2. select segmentation method 3. develop positioning strategy 4. evaluate segment attractiveness 5. select target market

select segmentation method

According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build 1. long-term sales. 2. short-term sales. 3. customer loyalty. 4. brand awareness. 5 brand attitudes.

short-term sales.

Firms that are ____ recognize that including a strong social orientation in business is a sound strategy that is in the best interest of both the firm and its customers. 1. profit driven 2. socially responsible 3. production oriented 4. sales oriented 5. transaction oriented

socially responsible

The ability of marketers to use mobile applications, Facebook, and Twitter to more effectively target and reach their customers is an example of which macroenvironmental factor? 1. technological advances 2. the political/regulatory environment 3. the culture 4. the economic environment 5. the natural environment

technological advances

In the immediate environment, what is the first factor that affects the consumer? 1. the company itself 2. the corporate partners 3. the competitors 4. the consumers 5. the culture

the company itself

The global product strategy a firm chooses depends on 1. advertising restrictions. 2. exchange rates. 3. export-import requirements. 4. the needs of its target market. 5. tariffs.

the needs of its target market.

The AIDA model is also known as the ______ model. 1. think, feel, say 2. think, say, do 3. think, feel, do 4. feel, like, do 5. like, think, feel

think, feel, do

Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) ______ that consumers don't normally think about much. 1. specialty product 2. shopping product 3. convenience product 4. unsought product 5. augmented product

unsought product

As noted in your text, each participant in a successful marketing channel adds 1. time. 2. overhead. 3. inefficiencies. 4. value. 5. pricing pressure.

value.

Which of the following is the best example of corporate social responsibility affecting the marketplace? 1. A company ensures a safe working environment for its employees. 2. An industry leader adopts environmentally friendly production practices and other companies in the industry follow suit. 3. A company respects the privacy of the customers who shop at its online store. 4. A firm spends time and energy engaged in activities that will improve the overall community. 5. A firm focuses its efforts on developing outreach programs aimed at its employees' families.

An industry leader adopts environmentally friendly production practices and other companies in the industry follow suit.

When Amazon developed a nonprofit Simple Pay Donation system to help nonprofits raise money easily, this was an example of a (an) _____ program. 1. CSR 2. ethical marketing 3. conscious marketing 4. advertising 5. sales

CSR

What is an entrepreneur? 1. a marketing executive who specializes in the use of social media 2. a person who organizes, operates, and assumes the risk of a business venture 3. a person who manages and directs the supply chain 4. the person responsible for implementing the marketing mix in an organization 5. the person in a firm who develops customer relationship management programs

a person who organizes, operates, and assumes the risk of a business venture

What tool would a marketing executive use to ensure that he or she has applied all relevant decision-making criteria to assess his or her confidence in having come to a decision that respects the rights and dignity of all stakeholders? 1. a dimensional evaluator 2. the standards of human rights 3. the hierarchy of effects model 4. a stakeholder evaluative model 5. an ethical decision-making metric

an ethical decision-making metric

_____ is concerned with distinguishing between right and wrong actions and decisions that arise in a business setting 1. business ethics 2. corporate scandal 3. social responsibility 4. ethical framework 5. moral missteps

business ethics

Companies must deliver more value and satisfaction to target consumers than its competitors to gain a 1. competitive advantage. 2. competitor analysis. 3. competitive benchmark. 4. competitor-centered advantage. 5. competitive franchise.

competitive advantage.

Which of the following is one of the core practices among value-oriented marketers? 1. keeping information confidential by not sharing it among the firm's different departments 2. constantly measuring the benefits that customers receive against the costs of offerings 3. maintaining a transactional orientation in the seller-buyer relationship 4. managing the relationships among employees 5. consistently selling products below the cost of production

constantly measuring the benefits that customers receive against the costs of offerings

When McDonald's opened its fast-food restaurants in European locations, it had to modify its product offering primarily due to differences in 1. country culture. 2. competitive culture. 3. agricultural artifacts. 4. cultural development. 5. countercultural artifacts.

country culture.

Apple's iPad is an example of which of the following types of marketing offerings? 1. innovation 2. goods 3. services 4. ideas 5. promotions

goods

When an optical center provides eye exams and new contact lenses as its offering, it is an example of which of the following combinations? 1. services and ideas 2. goods and services 3. needs and wants 4. programs and philosophies 5. tactics and strategies

goods and services

When firms are applying an ethical framework for making decisions in a questionable situation, the first step is to 1. take evasive action. 2. identify issues. 3. gather information and identify stakeholders. 4. brainstorm alternatives. 5. choose a course of action.

identify issues.

Vashon, a manager at a marketing research firm, is trying to determine if his firm was acting ethically when it conducted its latest study. In doing so, he is evaluating whether or not the research respondents were told the real purpose of the study before proceeding. This involves which step of the ethical decision-making framework? 1. taking evasive action 2. identifying issues 3. gathering information and identify stakeholders 4. brainstorming alternatives 5. choosing a course of action

identifying issues

Culture, demographics, social issues, technological advances, economic situations, and the political/regulatory environment are all factors that make up which of the following frameworks of analysis? 1. economic factors 2. environmental factors 3. immediate environment 4. intermediate environment 5. macroenvironmental factors

macroenvironmental factors

Josie feels pressure to increase sales, so she decides to purposely mark up the price on a new shipment of sweaters and then immediately put them on sale. Even though she is deceiving the customer, Josie justifies her decision by knowing that management will be pleased with the increase in revenue. However, Josie's decision may have serious consequences for the company in the long term. What does your text suggest as a way to avoid the consequences that can result from such behavior? 1. making sure that each employee takes an "ethical behavior test" before being hired 2. making sure management does not burden employees with unrealistic sales goals 3. making sure the short-term goals of each employee are aligned with the long-term goals of the firm 4. having a disclaimer at the store entrance that lets customers know that "prices are subject to change" 5. having a company policy that rewards employees for bringing unethical behavior to management's attention

making sure the short-term goals of each employee are aligned with the long-term goals of the firm

Which of the marketing mix elements corresponds to what the buyer gives up in the marketing exchange? 1. product 2. price 3. promotion 4. distribution 5. place

price

When marketers communicate the value proposition, it involves the _____ element of the marketing mix. 1. product 2. price 3. promotion 4. place 5. policy

promotion

All of the following questions might be used on an ethical decision-making metric except 1. Would I want the person I admire most to see me doing this? 2. How much money could I make from this action? 3. Would I like to be on the receiving end of this action? 4. Will I be able to look at myself in the mirror and respect the person I see there? 5. Would the person I admire the most engage in this activity?

How much money could I make from this action?

What is the objective of the last step in the ethical decision-making framework? 1. to brainstorm any alternative courses of action 2. to weigh the various alternatives and choose a course of action 3. to identify the issue 4. to gather facts that are important to the ethical issue 5. to determine ways to maximize profit for the company

to weigh the various alternatives and choose a course of action

If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. this illustrates the "desire" element of 1. "I am aware of it." 2. "What is it?" 3. "I need more information." 4. "I want it." 5. "I know what it is."

"I want it."

Marta estimates that the fixed costs associated with opening her new hair salon are $100,000. She expects the salon to attract 500 new customers in the first year, each of which will cost $25 to service. Marta expects to generate $50,000 per year in revenue. For Marta, the total cost of opening her hair salon and staying in business for one year will be 1. $50,000. 2. $87,500. 3. $100,000. 4. $112,500. 5. $150,000.

$112,500.

If a sponsored link was delivered 100 times and 10 people clicked on it, then the number of impressions is 100, the number of clicks is 10, and the click-through-rate (CTR) would be 1. 10 percent. 2. 100 percent. 3. 1 percent. 4. 0 percent. 5. 15 percent.

10 percent.

If the fixed costs of manufacturing a new jet ski are $24,000, the sales price is $9,000, and the variable cost per unit is $1,000, the break-even point is 1. 1 unit. 2. 2 units. 3. 3 units. 4. 4 units. 5. 5 units.

3 units.

According to your text, some estimates indicate that only about _____ percent of new products actually succeed. 1. 3 2. 10 3. 25 4. 45 5. 52

3

By 2050, minorities will represent about _____ percent of the population, and nearly _____ percent of the population will be Hispanic. 1. 60; 40 2. 50; 30 3. 70; 30 4. 80; 20 5. 75; 20

50; 30

When an electronics company sells its global positioning systems to a car manufacturer, it is engaged in _____ marketing. 1. B2B 2. B2C 3. C2C 4. A2B 5. C2B

B2B

Your text describes the macroenvironmental factors that operate in the external environment by which acronym? 1. RFID 2. CDSTEP 3. CCC 4. GEN X 5. SWOT

CDSTEP

____________ are expressed in the form of a percentage, such as "3/10, n/30," or "3 percent, 10 days, net 30." 1. Cash discounts 2. Seasonal discounts 3. Noncumulative quantity 4. Advertising allowances 5. Cumulative quantity discounts

Cash discounts

If a firm deletes an entire product line, it has 1. increased its depth. 2. decreased its depth. 3. increased its breadth. 4. decreased its breadth. 5. diversified.

decreased its breadth.

The ____ prohibited the manufacture or sale of adulterated or fraudulently labeled food and drug products. 1. Do Not Spam Act 2. Consumer Product Safety Act 3. Fair Packaging and Labeling Act 4. Nutrition Labeling and Education Act 5. Federal Food and Drug Act

Federal Food and Drug Act

The _______ enforces truth in advertising laws and defines deceptive and unfair advertising practices. 1. U.S. Postal Service 2. Federal Trade Commission 3. Federal Communications Committee 4. Federal Communications Commission 5. Food and Drug Administration

Federal Trade Commission

Which of the following laws was passed to regulate unfair competitive practices and practices that deceive or are unfair to consumers? 1. Federal Trade Commission Act 2. 1890 Sherman Antitrust Act 3. 1936 Robison-Patman Act 4. 1938 Wheeler-Lea Act 5. Consumer Product Safety Act

Federal Trade Commission Act

Individuals born between the years 2001 and 2014 are called 1. Gen Y. 2. Gen X. 3. Baby Boomers. 4. Gen Z. 5. Millennials.

Gen Z.

Which group of consumers in the united States has an increasing influence on mainstream U.S. culture with buying power that was projected to reach $1.3 trillion in 2015? 1. African American 2. Hispanic 3. Native American 4. Asian American 5. Pacific Islander

Hispanic

Which of the following is the first step in planning and executing an advertising campaign? 1. Convey the message. 2. Create the advertisements. 3. Determine the advertising budget. 4. Identify the target market. 5. Set the advertising objectives.

Identify the target market.

Which of the following is true regarding corporate social responsibility? 1. It incorporates higher purpose and a caring culture. 2. It is often grafted on to a traditional business model, usually as a separate department or part of PR. 3. Social responsibility is at the core of the business through the higher purpose and viewing the community and the environment as stakeholders. 4. It takes holistic, ecosystem view of business as a complex adaptive system. 5. It recognizes that business is a subset of society, and that society is a subset of the planet.

It is often grafted on to a traditional business model, usually as a separate department or part of PR.

_________ are salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer. 1. Cold callers 2. Order takers 3. Order getters 4. Manufacturer's reps 5. Contract employees

Manufacturer's reps

_____ is a tactic in which a firm deliberately prices a product above the prices set for competing products to capture those customers who always shop for the best, or for whom price does not matter. 1. Target return pricing 2. Target profit pricing 3. Status quo pricing 4. Competitive parity 5. Premium pricing

Premium pricing

____ is a customer's perception of how well a service meets or exceeds his or her expectations. 1. Service quality 2. Product quality 3. Cognitive dissonance 4. Zone of tolerance 5. Assurance

Service quality

The BRIC countries include Brazil, Russia, India, and China. Some commentators suggest adding _____, because of that nation's remarkable transformation into a functioning democracy. 1. Italy 2. Ireland 3. Belgium 4. South Africa 5. Colombia

South Africa

________ tailor their retail strategy toward very specific market segments by offering deep but narrow assortments and sales associate expertise. 1. Warehouse clubs 2. Full-line discount stores 3. Specialty stores 4. Category specialists 5. Supercenters

Specialty stores

______ relates to how easily consumers can test and use the product. 1. Trialability 2. Availability 3. Observability 4. Compatibility 5. Relative advantage

Trialability

_______ is an approach for improving marketing channel efficiency in which the manufacturer is responsible for maintaining the retailer's inventory levels in each of its stores. 1. EDI 2. VMI 3. ASN 4. UPC 5. JIT

VMI

______ occurs when parties at different levels of the same marketing channel (e.g., manufacturers and retailers) agree to control the prices passed on to consumers. 1. Horizontal price fixing 2. Vertical price fixing 3. Loss leader pricing 4. Predatory pricing 5. Price discrimination

Vertical price fixing

Which of the following firms accounts for approximately two-thirds of full-line discount store retail sales in the United States? 1. Meijer 2. Target 3. Kmart 4. Walmart 5. Kroger

Walmart

__________ are large retailers (100,000 to 150,000 square feet) that offer a limited and irregular assortment of food and general merchandise, little service, and low prices to the general public and small businesses. 1. Convenience stores 2. Conventional supermarkets 3. Category specialists 4. Supercenters 5. Warehouse clubs

Warehouse clubs

Firms prefer to manufacture in a country that has _____ because it signals a greater opportunity to export products to more markets. 1. a trade deficit 2. a trade surplus 3. low gross domestic product 4. a low level of exports 5. purchasing power parity

a trade surplus

Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be _____ products. 1. service 2. unsought 3. specialty 4. shopping 5. convenience

convenience

When a firm attempts to determine whether the product will perform according to its design and whether it satisfies the need for which it was intended, it partakes in 1. alpha testing. 2. beta testing. 3. postmarket testing. 4. premarket testing. 5. the product launch.

alpha testing.

Brand equity is determined by four aspects of a brand which include all of the following except 1. brand awareness. 2. perceived value. 3. brand associations. 4. brand quality. 5. brand loyalty.

brand quality.

Managers and sales experts have identified all of the following personal traits as most important when recruiting salespeople except 1. personality. 2. optimism. 3. resilience. 4. self-motivation. 5. pessimism.

pessimism.

External agencies and government bodies publish safety ratings for cars to help consumers alleviate _____ risk. 1. performance 2. financial 3. physiological 4. social 5. psychological

physiological

When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the 1. actual product. 2. associated product. 3. associated services. 4. augmented product. 5. core customer value.

actual product.

When a manufacturer ships HDTVs to Best Buy's distribution center, it sends a(n) _________ to the distribution centers to tell the retailer exactly what to expect in the shipment. 1. universal product code 2. radio frequency identification tag 3. advanced shipping notice 4. electronic data interchange 5. merchandise shipping confirmation

advanced shipping notice

Once a firm has created its Facebook page, it can devise advertisements and rely on Facebook's targeting options to deliver those ads to the most appropriate customer segments. To make sure the communication is just right, companies can produce alternative versions and identify which advertisement is most effective. this is an example of 1. an experiment. 2. a virtual community. 3. panel research. 4. scanner-based research. 5. survey research.

an experiment.

Which of the following is an effective form of nonfinancial compensation provided to salespeople? 1. salary 2. commission 3. bonus 4. sales contest 5. awards

awards

A marketer that wants to improve a brand's fit with its target segment or boost the vitality of old brands would most likely use a ________ strategy. 1. brand dilution 2. brand licensing 3. brand awareness 4. brand repositioning 5. brand consolidation

brand repositioning

The earning potential of a brand over a 12-month period is known as its 1. price potential. 2. asset base. 3. brand value. 4. market share. 5. market equity.

brand value.

The ______ segmentation method is most closely related to providing value by satisfying customers' needs and wants. 1. geographic 2. demographic 3. psychographic 4. benefit 5. geodemographic

benefit

Nathan was shopping for a new pair of athletic shoes. Although it would have been nice to take the shoes home immediately after purchasing them, he was willing to trade off immediate availability because he found that he could purchase the shoes online for a 50 percent discount. This is an example of using a 1. determinant attribute. 2. compensatory decision rule. 3. noncompensatory decision rule. 4. decision heuristic. 5. conversion rate.

compensatory decision rule.

_____ is (are) at the center of the marketing environment. 1. the company itself 2. corporate partners 3. competitors 4. consumers 5. culture

consumers

A ______ orientation explicitly invokes the concept of value such as when a firm uses a "no-haggle" pricing structure to make the purchase process simpler and easier. 1. profit 2. sales 3. competitor 4. customer 5. market

customer

When choosing retail partners, a high-end cosmetics manufacturer like Estee Lauder would most likely not choose to sell to CVS or Dollar General due to 1. channel structure. 2. customer expectations. 3. channel member characteristics. 4. distribution intensity. 5. networking capabilities.

customer expectations.

In a retail setting, qualifying potential customers is 1. ethical and encouraged. 2. dangerous and potentially illegal. 3. legal and encouraged. 4. stressed by upper level management as an important part of the sales process. 5. necessary, because individuals who don't fit the stores image are unlikely customers.

dangerous and potentially illegal.

Home Depot, a large home improvement retailer, used research to learn that 25 percent of the time when customers bought a drill, they also bought a set of drill bits. Patterns and relationships like this are discovered through a technique called 1. observation. 2. data scanning. 3. panel questioning. 4. data mining. 5. data warehousing.

data mining.

Purchase data collected at the point of sale are stored in 1. RFID tags. 2. data warehouses. 3. ASN documents. 4. electronic data interchanges. 5. JIT inventory management systems.

data warehouses.

As a type of sales promotion, _______ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value. 1. coupons 2. deals 3. premiums 4. samples 5. rebates

deals

When Clarissa sells the jewelry she makes at craft fairs or on her personal website, she is utilizing a(n) _______ marketing channel. 1. modified 2. indirect 3. secondary 4. ancillary 5. direct

direct

Advertising guidelines stating that companies cannot link unhealthy foods with cartoon and celebrity figures is geared toward which social trend? 1. thrift 2. health and wellness concerns 3. greener consumers 4. privacy concerns 5. a time-poor society

health and wellness concerns

The market for a product is generally viewed as _____ when its price elasticity is greater than -1. 1. price sensitive 2. elastic 3. inelastic 4. leveled off 5. increasing

inelastic

The cost of borrowing money is measure by 1. inflation. 2. gross domestic product. 3. interest rates. 4. currency fluctuations. 5. tax rates.

interest rates.

All of the following are aspects of advertising except 1. it must be carried by some medium. 2. legally, the source of the message must be known or knowable. 3. it is a persuasive form of communication. 4. it is used to sell only products. 5. it is not free.

it is used to sell only products.

Understanding consumers' ____ is fundamental to marketing success. 1. family connections 2. rituals and habits 3. needs and wants 4. educational attainment 5. physical locations

needs and wants

Offering a one-stop shopping convenience to customers, ________ combine a supermarket with a full-line discount store. 1 specialty stores 2. big box retailers 3. category specialists 4. supercenters 5. warehouse clubs

supercenters

What two additional tasks are required in order to make merchandise "floor-ready"? 1. receiving and checking 2. scanning and stocking 3. uncrating and checking 4. ticketing and marking 5. picking and scanning

ticketing and marking

Jack works for a firm in the northwestern region that is clearly the market leader, and has determined he must implement a regionwide price reduction of all product lines to discourage new firms from entering the lucrative market. Which of the following company objectives is involved? 1. Profit orientation 2. Sales orientation 3. Competitor orientation 4. Customer orientation 5. Market orientation

Competitor orientation

Which of the following is a marketing metric that might be used to evaluate the performance of a company's implementation of its marketing plan? 1. four Ps (price, product, promotion, place) 2. SWOT analysis (strengths, weaknesses, threats, opportunities) 3. STP (segmentation, targeting, positioning) 4. GM (gross margin) 5. SBU (strategic business unit)

GM (gross margin)

To ensure that conscious marketing is infused into all levels of the firm, it can be integrated into 1. each stage of the marketing plan. 2. the control phase of the marketing plan. 3. the implementation phase of the marketing plan. 4. the planning phase of the marketing plan. 5. the brainstorming phase of the marketing plan.

each stage of the marketing plan.

A firm whose employees embrace conscious marketing and which is concerned with only its closest stakeholders is considered to be 1. ethical but socially irresponsible. 2. ethical and socially responsible. 3. unethical but socially responsible. 4. unethical and socially irresponsible. 5. neither ethical nor socially responsible.

ethical but socially irresponsible.

After a firm has conducted a SWOT analysis, it would typically progress to the next step of marketing planning which is ____ and involves using STP (segmentation, targeting, and positioning). 1. defining the mission 2. conducting a situation analysis 3. identifying and evaluating opportunities 4. implementing the marketing mix 5. evaluating performance

identifying and evaluating opportunities

Which of the following frameworks for analysis is comprised of a company's capabilities, competitors and corporate partners? 1. economic factors 2. environmental factors 3. immediate environment 4. intermediate environment 5. macroenvironmental factors

immediate environment

In the ____ phase of the strategic marketing planning process, the tone of decision-making questions is centered on the notion of "should we"? 1. prototype 2. preplanning 3. planning 4. implementation 5. control

implementation

Which of the following is true of business ethics? 1. it examines ethical situations related to global issues. 2. it examines ethical situations related to consumer issues. 3. it examines ethical situations related to products that may damage the environment. 4. it examines ethical rules and principles within a commercial context. 5. it examines ethical situations related to services that may damage the environment.

it examines ethical rules and principles within a commercial context.

In an attempt to increase sales during a lagging economy, Macy's has increased its advertising and sales promotions for its current products to stimulate sales in its current markets. Which growth strategy is Macy's employing? 1. product development 2. market development 3. market penetration 4. diversification 5. demarketing

market penetration

Honda marketed its CR-Z hybrid model to a distinct segment of consumers as a fun, green, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of which of the following? 1. mission statement 2. product placement 3. market positioning 4. a situation analysis 5. a strategic business unit

market positioning

Marriott Hotels recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of lodging. The process of dividing Marriott's market into these various groups is 1. targeting. 2. market mixing. 3. market positioning. 4. market segmentation. 5. value grouping.

market segmentation.

The goal of a marketing exchange is that the parties to the transaction be 1. close partners. 2. interdependent. 3. codependent. 4. satisfied. 5. savvy.

satisfied.

A national hotel chain engages in conversations with its customers through Facebook and even allows them to book their hotel reservations through its Facebook page. This is an example of marketing using 1. conventional media. 2. traditional methods. 3. unethical means. 4. the supply chain. 5. social media.

social media.

In using the ethical decision-making framework, a firm should consider the impact of its actions on its employees, suppliers, and customers-otherwise known as the firm's 1. stockholders. 2. stakeholders. 3. franchisers. 4. corporate partners. 5. shareholders.

stakeholders.

A SWOT analysis involves and analysis of factors internal to the company, which include ____ as well as factors outside the company, which include ______ 1. opportunities and threats; strengths and weaknesses 2. strengths and weaknesses; opinions and thoughts 3. substantial winnings; opportunities and threats 4. strengths and weaknesses; opportunities and threats 5. strategic worldview; options and tactics

strengths and weaknesses; opportunities and threats

When companies work collaboratively to buy and sell, transport, and store merchandise through a channel of distribution, it involves the entire ____ for goods and services. 1. supply chain 2. promotion channel 3. relationship management system 4. productivity metrics 5. hierarchy of purchasers

supply chain

A firm relies on a wide variety of vendors to make and distribute its products. Manufacturers buy raw materials from suppliers, use shipping companies to transport finished goods to multiple locations, and establish relationships with the retailers who sell them to consumers. Put all these businesses together and you have a 1. marketing plan. 2. supply chain. 3. value proposition. 4. marketing mix. 5. social marketing platform.

supply chain.

Rather than being just a random activity, good marketing requires ____ in determining appropriate actions to produce sound decisions. 1. corporate governance 2. thoughtful planning 3. short-term goals 4. a profit orientation 5. a win-lose attitude

thoughtful planning

As stated in your text, economic, social, and environmental performance refer to the 1. triple threat. 2. triple bottom line. 3. triple performance factors. 4. triple stakeholders. 5. triple shareholders.

triple bottom line.

A firm makes generous donations to charities, but its employees are always being scrutinized for engaging in questionable sales practices. This firm would be considered 1. ethical but socially irresponsible. 2. ethical and socially responsible. 3. unethical and socially responsible. 4. unethical and socially irresponsible. 5. neither ethical nor socially responsible.

unethical but socially responsible.

A local coffee shop is known for poor customer service and an unclean, dirty environment. These factors would be classified as ____ in a SWOT analysis. 1. weaknesses 2. strengths 3. threats 4. opportunities 5. advantages

weaknesses

__________ entails evaluating a list of prospective customers and assessing their potential to purchase a product. 1. Lead generation 2. Lead qualification 3. Cannibalization assessment 4. Propensity for marketing 5. Prospecting

Lead qualification

Which of the following illustrates how marketing has a direct impact on consumers? 1. Marketing advises production about how much product to manufacture. 2. Marketing creates long-lasting relationships between the firm and its suppliers. 3. Marketing helps firms expand globally. 4. Marketing helps consumers learn about new products and services. 5. Marketing advises logistics about when to ship products.

Marketing helps consumers learn about new products and services.

Which of the following is the major trade agreement between the United States, Canada, and Mexico? 1. NAFTA 2. Mercosur 3. CAFTA 4. USCAM 5. ASEAN

NAFTA

_______ segmentation delves into how consumers actually describe themselves. 1. Geographic 2. Demographic 3. Psychographic 4. Geodemographic 5. Lifestyle

Psychographic

_____ pertain(s) to the personal gratification consumers associate with the product or service. 1. Needs recognition 2. Functional needs 3. Demographic needs 4. Psychological needs 5. Personal needs

Psychological needs

The objective of the last step of the ethical decision-making framework is to weigh various alternatives and choose the most appropriate action to take. What action should be take in the marketer is not confident about that decision? 1. Persuade executives that it is the only solution. 2. Develop a plan to confuse stakeholders. 3. Go forward with that alternative in spite of the concerns. 4. Reexamine other alternatives. 5. Do nothing.

Reexamine other alternatives.

________ power is exhibited when one channel member wants to be associated with another channel member; the channel member with whom the others want to be associated has the power to get them to do what they want. 1. Coercive 2. Referent 3. Expertise 4. Legitimate 5. Information

Referent

_____ represent(s) a substantial portion of the population, and few new products and services can be profitable until this large group buys them. 1. Laggards 2. Innovators 3. Early adopters 4. The late majority 5. The early majority

The early majority

Some grocery retailers have invested in their own private brands, charging just slightly lower than national brands to signal the quality of the products is good, involving the use of 1. variable costing. 2. cost-based pricing. 3. value-based pricing. 4. competition-based pricing. 5. predatory pricing.

competition-based pricing.

In ________, one firm provides the product or service in a particular industry, which results in less price competition. 1. a monopoly 2. an oligopoly 3. monopolistic competition 4. oligopolistic competition 5. pure competiton

a monopoly

According to your text, anything that is of value to a consumer and can be offered through a voluntary marketing exchange is called 1. a brand. 2. a value proposition. 3. a product. 4. an offering. 5. a marketing exchange.

a product.

The U.S. government promoted public participation in the 2010 census during the televised Super Bowl game in its efforts is to raise awareness of when and how the census works. This is an example of which of the following promotional elements? 1. advertising 2. public relations 3. sales promotions 4. personal selling 5. direct marketing

advertising

Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or 1. age. 2. income. 3. education. 4. family size. 5. country of birth.

age.

In the soft drink industry only a few firm dominate, which is characterized as 1. a monopoly. 2. an oligopoly. 3. pure competition. 4. competitive parity. 5. monopolistic competition.

an oligopoly.

In pricing products in parts of Europe, including Belgium, Italy, Spain, Greece and France, U.S. companies need to be aware that sales (i.e., temporary promotional discounts) 1. must be advertised. 2. must last for three weeks. 3. are illegal. 4. must be at least 30 percent off. 5. are allowed only twice per year.

are allowed only twice per year.

Tyler is highly knowledgeable about new developments in bicycling technology, since he reads everything he can find about the subject. Typically being the first to try out new bicycle models, he would be classified ______ in terms of the diffusion of innovation curve. 1. as a laggard 2. as an innovator 3. as an early adopter 4. in the late majority 5. in the early majority

as an innovator

Since her firm's share of the market has increased from 2.5 to 3 percent, Allyson had determined she would set her share of communication expenses at 3 percent of sales, which is an example of the use of the ______ method. 1. objective 2. rule-of-thumb 3. objective-and-task 4. competitive parity 5. percentage of sales

competitive parity

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs it is using a(n) _____ targeting strategy. 1. undifferentiated 2. mass marketing 3. concentrated 4. differentiated 5. micromarketing

concentrated

The SWOT analysis is typically conducted during which of the following steps in the marketing planning process? 1. defining the mission 2. conducting a situation analysis 3. identifying and evaluating opportunities 4. implementing the marketing mix 5. evaluating performance

conducting a situation analysis

Personal selling adds value in each of the following ways except by 1. educating customers and providing advice. 2. saving the customer time. 3. making things easier for customers. 4. building long-term strategic relationships with customers. 5. consistently lowering prices below competitors

consistently lowering prices below competitors

When marketers develop nonphysical aspects of an offering by adding warranties, financing and after-sales service, they are focusing on the 1. core customer value. 2. actual product. 3. augmented product. 4. segmented product. 5. secondary product.

augmented product.

The vast majority of products and services are likely to satisfy 1. functional needs. 2. psychological needs. 3. personal needs. 4. both personal and functional needs. 5. both functional and psychological needs.

both functional and psychological needs.

In a print advertisement, items used to identify the sponsor of the ad, such as the company logo or USP, are referred to as 1. brand elements. 2. subheads. 3. headlines. 4. copy elements. 5. advertising sponsorship.

brand elements.

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as 1. brand equity. 2. market value. 3. brand awareness. 4. perceived value. 5. brand associations.

brand equity.

Patagonia reinforces its image of selling high-quality, environmentally friendly sports equipment in its stores, catalogs, and website. Which of the following omnichannel challenges has Patagonia overcome by emphasizing function, not fashion, in the descriptions of its product in all of its channels? 1. integrated CRM 2. brand image 3. pricing 4. supply chain 5. cannibalization

brand image

The _________ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed. 1. follow-up 2. preapproach 3. closing the sale 4. sales presentation 5. overcoming reservations

closing the sale

When Dairy Queen teams up with Oreo cookies for its Blizzard frozen treats and advertises them with the Oreo name alongside the Dairy Queen name, it is an example of 1. brand dilution. 2. brand licensing. 3. brand awareness. 4. co-branding. 5. brand associations.

co-branding.

The fact that Mercedes-Benz is known by three Chinese names in Asia--peng zee in Cantonese for Hong Kong, pen chi in Mandarin for Taiwan, and ben chi in Mandarin for mainland China--illustrates the importance of developing different ______ for global markets. 1. cultural differences 2. service strategies 3. pricing strategies 4. distribution systems 5. communication strategies

communication strategies

Over time, members of the supply chain often formalize their relationship by entering into contracts that dictate various terms, such as how much Walmart will buy from P&G each month and at what price, as well as the penalties for late deliveries. This contract is an example of a(n) 1. franchise agreement. 2. joint venture. 3. contractual vertical marketing system. 4. administered vertical marketing system. 5. interdependent contract.

contractual vertical marketing system.

The ___________ is the price less the variable cost per unit. 1. profit margin 2. break-even point 3. target return price 4. contribution per unit 5. fixed cost

contribution per unit

During which phase of the strategic marketing planning process are managers evaluated on their actions from a conscious marketing perspective? 1. planning 2. evaluation 3. implementation 4. control 5. monitoring

control

Which of the following food retailers is a self-service retail food store offering groceries, meat and produce with limited sales of nonfood items? 1. convenience store 2. conventional supermarket 3. category specialist 4. supercenter 5. warehouse club

conventional supermarket

Whereas _________ carry about 30,000 SKUs, __________ stock only about 1,500 SKUs. 1. supercenters; warehouse clubs 2. conventional supermarkets; extreme-value retailers 3. extreme-value retailers; conventional supermarkets 4. category specialists; warehouse clubs 5. warehouse clubs; conventional supermarkets

conventional supermarkets; extreme-value retailers

Because not all purchase intentions result in an actual purchase, marketers calculate the _____ to measure how effectively a decision to purchase a specific product results in a completed purchase. 1. performance risk 2. compensatory decision rate 3. noncompensatory decision rate 4. decision heuristic 5. conversion rate

conversion rate

When the bicycle manufacturer, Trek, determined that some consumers use bikes for green transportation whereas others use them for a hobby, they were most likely assessing the _____ of its bicycles to consumers. 1. brand equity 2. associated services 3. brand awareness 4. core customer value 5. physical characteristics

core customer value

Savvy consumers often purchase automobiles from dealerships at the end of the quarter or at year-end since dealers who meet their quotas during a particular time period earn _____________ in the form of rebates on all the cars they purchased from the manufacturer. 1. seasonal discounts 2. advertising allowances 3. slotting allowances 4. cumulative quantity discounts 5. noncumulative quantity discounts

cumulative quantity discounts

A business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty among the firm's most valued customers is known as 1. strategic management. 2. value cocreation. 3. customer relationship management. 4. supply chain management. 5. the marketing mix.

customer relationship management.

When the Big Chip company reduced the amount of sugar in its chocolate chip ice cream sandwiches, which stakeholder category was this effort targeting? 1. customers 2. employees 3. the marketplace 4. society 5. the corporation

customers

The 5.5 million vinyl long-playing (LP) records sold in the United States per year pales in comparison with the 1.26 billion digital downloads. The grooves in vinyl records create sound waves that are similar to those of a live performance, however, which means they provide a more authentic sound, which in turn means nightclub DJs, discerning music listeners, and collectors will always prefer them. Firms that sell LPs position themselves for a niche segment of diehard consumers. They are in the ____ stage. 1. product development 2. introduction 3. growth 4. maturity 5. decline

decline

In the communication process, ______ refers to the process by which the receiver interprets the sender's message. 1. encoding 2. decoding 3. feedback 4. aided recall 5. noise

decoding

When a firm considers its overall objectives and considers the type of business it is in, it is engaged in which of the following steps of the marketing planning process? 1. defining the mission 2. conducting a situation analysis 3. identifying and evaluating opportunities 4. implementing the marketing mix 5. evaluating performance

defining the mission

Which of the following steps in the marketing research process involves identifying the type of data needed and determining the method necessary to collect it? 1. developing and implementing the action plan 2. analyzing the data 3. collecting the data 4. defining the objectives and research needs 5. designing the research

designing the research

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and 1. desire. 2. decision making. 3. decoding. 4. deliberation. 5. debate.

desire.

Angela considered all sporting goods stores to be roughly equivalent in most ways; however, she considered REI stores to have an exceptional level of customer service. Customer service therefore, would be considered a _____ for her in evaluating sporting goods stores. 1. determinant attribute 2. compensatory decision rule 3. noncompensatory decision rule 4. locus of control 5. retrieval set

determinant attribute

Personalized e-mail marketing is an online, passive form of persuasive communication and would be classified as an example of 1. advertising. 2. direct marketing. 3. personal selling. 4. public relations. 5. social media.

direct marketing.

The _______ is the person who coordinates deliveries to the distribution center. 1. planner 2. dispatcher 3. supervisor 4. shipping manager 5. warehouse manager

dispatcher

A ______, which may be operated by retailers, manufacturers, or distribution specialists, is a facility for the receipt, storage, and redistribution of goods to company stores or customers. 1. logistics center 2. fulfillment center 3. distribution center 4. marketing channel 5. supply chain

distribution center

Customers want to be compensated a fair amount for a perceived loss that resulted from a service failure. This is the idea behind 1. service quality. 2. procedural fairness. 3. distributive fairness. 4. the zone of tolerance. 5. cognitive dissonance.

distributive fairness.

Managers provide ______ to service providers when they demonstrate a concern for their well-being and stand behind their decisions. 1. instrumental support 2. procedural support 3. emotional support 4. assurance 5. distributive fairness

emotional support

Although the number of their physical stores is limited L.L.Bean is widely known for offering unique, high-quality merchandise. Adding an Internet channel was particularly attractive because it allowed the company to ______ without having to build new stores. 1. integrate its CRM 2. personalize offerings 3. gain consumer insights 4. increase customer satisfaction and loyalty 5. expand its market presence

expand its market presence

When using a market penetration strategy, as sales continue to grow, the costs continue to drop, allowing even further reductions in the price. This is due to 1. markdowns. 2. price lining. 3. seasonal discounts. 4. improvement value. 5. experience curve effects.

experience curve effects.

If a small business wants to take the least risky strategy to enter its first foreign market, it would choose which of the following global entry strategies? 1. exporting 2. franchising 3. joint venture 4. strategic alliance 5. direct investment

exporting

Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process? 1. sender 2. receiver 3. encoding 4. feedback loop 5. communication channel

feedback loop

When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk? 1. psychological 2. social 3. financial 4. safety 5. physiological

financial

Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its 1. reach. 2. frequency. 3. relevance. 4. gross rating points. 5. return on investment.

frequency.

Walmart, Target, and Kmart offer a broad variety of merchandise, limited service, and low prices, which would classify them ass 1. department stores. 2. full-line discount stores. 3. specialty stores. 4. category specialists. 5. supercenters.

full-line discount stores.

Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations. 1. generate and qualify leads 2. preapproach 3. sales presentation and overcoming reservations 4. closing the sale 5. follow-up

generate and qualify leads

ESRI's Tapestry is a widely used tool for _______ segmentation. 1. occasion 2. lifestyle 3. demographic 4. psychographic 5. geodemographic

geodemographic

Bank tellers have been replaced by ATMs, which provide consistent levels of service and are never late, sick, or in a bad mood, thus overcoming the ______ nature of services. 1. inseparable 2. heterogeneous 3. perishable 4. intangible 5. unexaminable

heterogeneous

When there is disagreement among members at the same level of marketing channels, such as when Best Buy and Sears engage in a price war on Maytag appliances, __________ channel conflict can occur. 1. vertical 2. independent 3. competitive 4. horizontal 5. administered

horizontal

In the new product development process, companies have a variety of ways for ______ including collaborating with other firms, brainstorming, licensing, and customer research. 1. idea generation 2. concept testing 3. product development 4. market testing 5. product launch

idea generation

The ______ indicates where a particular market segment's ideal product lies on the perceptual map. 1. ideal point 2. optimal point 3. value proposition 4. equilibrium point 5. target market

ideal point

A group that sponsors bike helmet poster contests for children to promote bicycle safety is providing which of the following marketing offerings? 1. services 2. goods 3. ideas 4. innovations 5. promotions

ideas

The publishing conglomerate Conde Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is 1. substantial. 2. responsive. 3. reliable. 4. profitable. 5. identifiable.

identifiable.

Which of the following is one of the major considerations involved when a company develops its marketing strategy? 1. analysis of human resource policies 2. determination of sustainable business practices 3. review of all corporate standards 4. identification of target markets 5. summary of executive compensation

identification of target markets

Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry's purchase represents 1. habitual decision making. 2. deep processing. 3. impulse buying. 4. high involvement processing. 5. extended problem solving.

impulse buying.

Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should _____ its product lines. 1. increase the depth of 2. decrease the depth of 3. increase the breadth of 4. decrease the breadth of 5. consolidate

increase the depth of

In the trucking industry, demand for fuel remains relatively stable even in times when the price of fuel increases, indicating that demand for fuel in this segment is 1. elastic. 2. inelastic. 3. price sensitive. 4. expandable. 5. flexible.

inelastic.

Which of the following refers to the amount of information a customer feels comfortable providing? 1. information comfort zone 2. ethical zone 3. physical zone 4. public zone 5. disclosure zone

information comfort zone

Alternative evaluation often occurs while the consumer is engaged in which of the following steps of the consumer decision process? 1. need recognition 2. information search 3. prepurchase behaviors 4. product purchase 5. postpurchase evaluation

information search

One of the primary purposes of the analyzing data and developing insights step of the marketing research process is to turn data into 1. metrics. 2. objectives. 3. advertisements. 4. information. 5. action plans.

information.

ExxonMobil uses a(n) ___________ appeal when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies. 1. candid 2. emotional 3. engineering 4. informational 5. contemporary

informational

Which of the following terms refers to the process by which ideas get transformed into new offerings, including products, services, processes, and branding concepts that will help firms grow? 1. marketing 2. innovation 3. strategic planning 4. concept testing 5. product development

innovation

The concept of services being ____ is highlighted in the fact that a hairstylist can positively impact the overall customer experience by having a friendly, attentive attitude. 1. heterogeneous 2. intangible 3. perishable 4. immutable 5. inseparable

inseparable

The "Beef, It's What's for Dinner" campaign to encourage beef consumption is an example of _______ advertising. 1. relational 2. institutional 3. public service 4. attribute-based 5. product-focused

institutional

Service providers requires the systems and equipment to deliver the service properly. This is known as 1. instrumental support. 2. procedural support. 3. emotional support. 4. assurance. 5. distributive fairness.

instrumental support.

A service is different from a good in that the benefit is 1. easy to market. 2. valuable. 3. tangible. 4. intangible. 5. less expensive.

intangible.

Starbucks recently introduced Via, its brand of instant coffee, to exploit the growth opportunities for new products in current markets. AS he prepared for the instant coffee product's North American rollout, Chief Executive Howard Schultz called Starbucks Corporation's Via Ready Brew "perhaps the biggest opportunity" in company history. This is an example of which growth strategy? 1. product development 2. market development 3. market penetration 4. diversification 5. demarketing

product development

An example of _________ is when Tom Hanks is shown stranded on an island with a FedEx box in the movie Cast Away. 1. event sponsorship 2. product placement 3. a premium 4. a loyalty program 5. cross-marketing

product placement

The key difference between scanner and panel research is that scanner research typically focuses on a particular _______, while panel research typically focuses on a particular 1. product; person or household. 2. product; service. 3. person; household. 4. person; product. 5. service; product.

product; person or household.

As the marketing vice president of her firm, Jana is considering implementing a company wide pricing policy that all products must achieve a target profit margin of 15 percent so the firm can achieve its overall growth objectives. What type of company objective is this? 1. profit-orientation 2. sales-orientation 3. competitor-orientation 4. customer-orientation 5. market-orientation

profit-orientation

Market growth, market competitiveness, and market access are all important factors in analyzing if a segmentation strategy is 1. substantial. 2. identifiable. 3. reachable. 4. responsive. 5. profitable.

profitable.

In break-even analysis, when the break-even point is reached ______ is (are) zero. 1. profits 2. demand 3. supply 4. the contribution per unit 5. costs

profits

Marketers communicate the value proposition to their customers through a variety of media, such as television and the Internet. Which of the four Ps does this represent? 1. product 2. price 3. promotion 4. people 5. place

promotion

An activity that supports other promotional efforts by generating "free" media attention and general goodwill is referred to as 1. direct marketing 2. public relations 3. personal selling 4. sales promotion 5. pulsing

public relations

to support the other promotional efforts, firms use _____ to generate free media attention. 1. direct marketing 2. public relations 3. personal selling 4. sales promotion 5. advertising

public relations

The slogans "Coolest Video Game" and "World's Best Hamburgers" are examples of _______, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product. 1. flighting 2. pulsing 3. puffery 4. inflated advertising 5. cross-promoting

puffery

IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a ______ advertising schedule. 1. seasonal 2. pulsing 3. flighting 4. continuous 5. status quo

pulsing

The Economist's Big Mac Index, which suggests that exchange rates should adjust to equalize the cost of a basket of goods and services wherever it is bought around the world, is an example of which of the following metrics? 1. trade deficit 2. human development index 3. gross domestic product 4. gross national income 5. purchasing power parity

purchasing power parity

Standardized products such as grains and chemical products, where consumers perceive them as substitutable, are characteristic of 1. monopolies. 2. oligopolies. 3. pure competition. 4. competitive parity. 5. monopolistic competition.

pure competition.

When introducing new products, Quaker Oats uses a(n) ___________ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product. 1. pull 2. push 3. reminder 4. persuasive 5. informative

push

Which of the following formulas is accurate for calculating gross rating points (GRP)? 1. impressions multiplied by frequency 2. reach multiplied by impressions 3. reach multiplied by frequency 4. reach divided by impressions 5. reach divided by frequency

reach multiplied by frequency

Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its 1. reach. 2. frequency. 3. relevance. 4. gross rating points. 5. return on investment.

reach.

For the _____ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it. 1. substantial 2. identifiable 3. reachable 4. responsive 5. profitable

reachable

Manufacturers like ______ because it allows them to offer price cuts to consumers directly, rolling them out and shutting them off quickly. 1. markdowns 2. quantity discounts 3. seasonal discounts 4. coupons 5. rebates

rebates

What two metrics are used in the BCG portfolio analysis to evaluate the various products of a firm? 1. relative market share and market growth rate 2. production costs and profit potential 3. market share and profit potential 4. market growth rate and strength of product 5. relative market share and profit potential

relative market share and market growth rate

Google's AdWords system provides a Quality Score as a measure of ________, which indicates the usefulness of an ad message to consumers doing a Google search. 1. reach 2. frequency 3. impressions 4. relevance 5. cost per click

relevance

Marriott Hotels invests heavily in employee training and supports this with a structure for rewarding its workers for their dependability and accuracy. This corresponds to which of the following building blocks of service quality? 1. reliability 2. responsiveness 3. assurance 4. empathy 5. tangibles

reliability

The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. Employees are trained always to give an estimated time for service, whether it be room service, laundry service, or simply how long it will take to be seated at one of the resort's restaurants. When an employee makes a promise, he or she keeps that promise. Which service characteristic is the hotel focusing on? 1. reliability 2. responsiveness 3. assurance 4. tangibles 5. empathy

reliability

Consumers who purchase snowmobiles in the summer are taking advantage of 1. size discounts. 2. seasonal discounts. 3. predatory pricing. 4. rebates. 5. price bundling.

seasonal discounts.

Information that has been collected prior to the start of the research project is called _____ data. 1. primary 2. secondary 3. teritiary 4. observational 5. unusable

secondary

Crest toothpaste targets different consumer ____ by offering different types of toothpaste for smokers than it does for children based on their differing needs and wants. 1. fragments 2. geographics 3. modules 4. exchanges 5. segments

segments

After some preliminary research in 2000, Unilever's Dove soap brand initiated its Campaign for Real Beauty campaign. This tactic relates to women's 1. self-value. 2. self-concept. 3. self-consciousness. 4. self-identity. 5. lifestyle.

self-concept.

Which of the following terms describes the overriding desires that drive how people live their lives? 1. self-concepts 2. self-value 3. psychographics 4. self-control 5. lifestyles

self-value

Manufacturers attempt to reduce retail price competition among retailers and support the manufacturer's merchandise by encouraging retailers to 1. engage in predatory pricing whenever possible. 2. offer slotting allowances to customers. 3. offer loss leader pricing whenever possible. 4. sell their merchandise at the MSRP. 5. refrain from offering cash discounts.

sell their merchandise at the MSRP.

If a firm uses social media sites like Facebook, Twitter, and online blogs to collect consumer comments about companies and their products, it is engaged in a process known as 1. secondary data mining. 2. churning. 3. biometric research. 4. sentiment mining. 5. exploratory research.

sentiment mining.

It is in the _______ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured. 1. convey the message 2. identify the target market 3. create the advertisements 4. set the advertising objectives 5. determine the advertising budget

set the advertising objectives

Retailers may modify product, price, and/or promotion to attempt to increase their ________, which is the percentage of the customer's purchases made from that particular retailer. 1. share of wallet 2. consumer position 3. distribution intensity 4. retail position 5. share of market

share of wallet

The most common implementation of a quantity discount at the consumer level is the ____________ discount. 1. size 2. MSRP 3. slotting 4. zone 5. premium

size

Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) ____ product. 1. convenience 2. unsought 3. specialty 4. shopping 5. augmented

specialty

Best Buy will match competitor prices for customers who bring in proof that a particular product is being sold at a lower price by a competitor, thus using 1. premium pricing. 2. competitive parity. 3. status quo pricing. 4. target return pricing. 5. target profit pricing.

status quo pricing.

When Cisco Systems Inc. of San Jose, California, and Tata Consultancy Services of Mumbai, India, entered into their _______, they both continued to develop market-ready infrastructure and network solutions for customers, but they relied on each other to provide the training and skills that one or the other might have lacked. 1. franchise 2. joint venture 3. strategic alliance 4. direct investment 5. indirect investment

strategic alliance

The Goodyear Tire Company is organized by regions: North America, Europe, Middle East and Africa, Latin America, and Asia Pacific. These divisions of Goodyear are called 1. segments. 2. strategic business units. 3. metrics. 4. portfolios. 5. marketing mixes.

strategic business units.

Supply chain management refers to a set of approaches and techniques firm employee to efficiently and effectively integrate their manufacturers, warehouses, transportation intermediaries, stores, and 1. suppliers. 2. customers. 3. competitors. 4. buying centers. 5. top-level executives.

suppliers.

Both Walmart and JCPenney initially had separate organizations for their Internet channel but subsequently integrated them with stores and catalogs to address the ______ challenge of omnichannel retailing. 1. pricing 2. brand image 3. supply chain 4. integrated CRM 5. cannibalization

supply chain

If Kleenex produced a new, eco-friendly personal-sized package of tissues, which is intended to get into as many retail outlets as possible, it should choose a(n) ________ distribution strategy. 1. variable 2. selective 3. intensive 4. exclusive 5. collective

intensive

Distribution intensity is commonly divided into three levels. What are they? 1. primary, secondary, and tertiary 2. intensive, exclusive, and selective 3. local, regional, and national 4. minimal, acceptable, and preferred 5. standard, limited, and exclusive

intensive, exclusive, and selective

One of the most valuable sources firms have at their disposal is a rich cache of customer information and purchase history from their day-to-day operations, which is a type of 1. external primary data. 2. external secondary data. 3. internal secondary data. 4. syndicated external data. 5. tertiary data.

internal secondary data.

Which of the following is the most popular type of quantitative primary collection method? 1. survey research 2. in-depth interviews 3. social media research 4. focus group interviews 5. scanner-based research

survey research

A form of sales promotion that offers prizes based on a chance drawing of entrants' names is referred to as a 1. contest. 2. rebate. 3. sweepstakes. 4. premium. 5. deal.

sweepstakes.

Which of the following represents the most fundamental difference between a product and a service? 1. heterogeneity 2. tangibility 3. perishability 4. serviceability 5. inseparability

tangibility

Dr. Winwood's dental office staff makes sure the waiting room is clean, and that the magazines are current and accessible to patients, thus addressing the ____ dimension of service quality. 1. reliability 2. responsiveness 3. assurance 4. empathy 5. tangibles

tangibles

Firms usually implement _______ when they have a particular profit goal as their overriding concern. 1. target profit pricing 2. discounted pricing 3. premium pricing 4. target return pricing 5. profit-oriented pricing

target profit pricing

When the U.S. government determined the prices of solar panels imported from China were artificially low due to illegal subsidies, it imposed a _____ to help domestic firms compete. 1. quota 2. exchange rate 3. boycott 4. tariff 5. dumping law

tariff

In some cases, ____ may never adopt a certain product or service since they rely on traditional products until they are no longer available. 1. laggards 2. innovators 3. early adopters 4. the late majority 5. the early majority

laggards

By eliminating the need for paper transactions, the EDI in the JIT systems reduces 1. just-in-time. 2. quick time. 3. pick time. 4. down time. 5. lead time.

lead time.

Supermarket chains often implement _________, a pricing tactic of selling leading brands of products below their own cost to build store traffic. 1. price lining 2. value-in-use 3. leader pricing 4. predatory pricing 5. cost-based pricing

leader pricing

Cold calls and telemarketing have become ______ over time, primarily because their success rate is ________. 1. less popular; fairly low 2. more popular; steady 3. more popular; fairly high 4. less popular; steady 5. cold calling is no longer practiced

less popular; fairly low

Anna loves Adidas apparel for its style and comfort. She is in need of running pants and purchases a pair with the Adidas logo. This is an example of which type of purchase decision? 1. extended problem solving 2. limited problem solving 3. deep processing 4. high involvement processing 5. habitual decision making

limited problem solving

Rather than carrying 20 brands of laundry detergent, _________ offer one or two brands and sizes, one of which is a store brand. 1. extreme-value retailers 2. category specialists 3. off-price retailers 4. department stores 5. limited-assortment supermarkets

limited-assortment supermarkets

The key to distributive fairness is 1. charging low prices. 2. hiring experienced workers. 3. never having a service failure. 4. listening carefully to the customer. 5. training customer service employees.

listening carefully to the customer.

Kraft, Nike, KitchenAid, and Sony are all examples of the use of ______ brands. 1. manufacturer 2. private-label 3. premium 4. generic 5. copycat

manufacturer

The objective of ______ is to build sales, market share, and profits quickly by providing an incentive to purchase the product immediately. 1. price lining 2. price skimming 3. market penetration pricing 4. price fixing 5. experience curve effects

market penetration pricing

To evaluate the effectiveness or performance of a marketing strategy, firms typically use 1. a mission statement. 2. customer surveys. 3. marketing metrics. 4. brainstorming. 5. a SWOT analysis.

marketing metrics.

The ____ consists of the product, price, place, and promotion of an offering. 1. marketing exchange 2. marketing mix 3. channel of distribution 4. value proposition 5. marketing plan

marketing mix

The ____ addresses how a product will be designed, how much it should cost, how it will be promoted, and how it will get to consumers. 1. marketing concept 2. competitive advantage 3. marketing plan 4. customer franchise 5. marketing exchange

marketing plan

A set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers involved in marketing goods, services, or ideas is known as 1. a SWOT analysis. 2. the STP process. 3. the marketing mix. 4. market segmentation. 5. marketing research.

marketing research.

Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass customize its product and services. This is an example of 1. concentrated marketing. 2. segment marketing. 3. niche marketing. 4. micromarketing. 5. mass marketing.

micromarketing.

The most common form of competition is ________ where many firms compete for customers in a given market but with differentiated products. 1. oligopolistic competition 2. market saturation 3. pure competition 4. competitive parity 5. monopolistic competition

monopolistic competition

JIT inventory systems are associated with all of the following except 1. frequent deliveries of less merchandise. 2. reduced lead time. 3. more inventory to warehouse. 4. increased product availability. 5. lower inventory investment.

more inventory to warehouse.

A(n) ________ is a salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale. 1. cold callers 2. manufacturer's rep 3. independent rep 4. order getter 5. order taker

order getter

Joseph is a salesperson at the ABC Company. His primary responsibility is to process routine orders, reorders, or rebuys for products. Joseph is considered a (an) 1. cold caller. 2. order taker. 3. order getter. 4. manufacturer's rep. 5. inside sales rep.

order taker.

From the consumer's perspective, the elements of an IMC strategy can be viewed as being either 1. direct or indirect. 2. passive or interactive. 3. simple or complex. 4. general or specific. 5. personal or impersonal.

passive or interactive.

In addition to offering the potential to build sales, market share, and profits, _______ discourages competitors from entering the market because the profit margin is relatively low. 1. price lining 2. price skimming 3. predatory pricing 4. penetration pricing 5. experience curve effects

penetration pricing

Sandy thinks the east side of her city is a great area to own a home and raise a family. John thinks the east side has a lot of crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sandy and John have different ____ regarding the east side of the city. 1. temporal states 2. reference groups 3. needs 4. perceptions 5. motives

perceptions

Which of the following refers to the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision? 1. integrated marketing 2. personal selling 3. advertising 4. role playing 5. marketing communication

personal selling

Offering live, online chat options to shoppers is a way of increasing the value of online shopping because it provides 1. enhanced browsing. 2. entertainment value. 3. personalized offerings. 4. deeper and broader selection. 5. personalized customer service.

personalized customer service.

Companies such as Maybelline often use ________ advertising to convince consumers to take action such as switching brands, trying a new product, or even continuing to buy the advertised product. 1. pull 2. push 3. reminder 4. persuasive 5. informative

persuasive

What is the correct theoretical progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid? 1. safety, esteem, love, physiological, self-actualization 2. physiological, safety, love, esteem, self-actualization 3. esteem, safety, self-actualization, love, physiological 4. self-actualization, love, esteem, physiological, safety 5. safety, physiological, esteem, self-actualization, love

physiological, safety, love, esteem, self-acualization

A forklift operator in a warehouse who needs to know how much of each item to get from specific storage areas would consult a(n) 1. RFID tag. 2. ASN document. 3. checking slip. 4. UPC label. 5. pick ticket.

pick ticket.

The introduction of the Apple iPod is an example of a(n) ______ because its introduction to the market radically changed consumer preferences and the entire competitive landscape. 1. fad 2. pioneer 3. early adopter 4. imitator 5. laggard

pioneer

When marketers make their offering available when and where the customer wants it, which of the following elements of the marketing mix is involved? 1. product 2. price 3. promotion 4. people 5. place

place

Which marketing mix element deals specifically with retailing and marketing channel management? 1. place 2. product 3. price 4. promotion 5. policy

place

In a distribution center, which person would be responsible for the financial planning and analysis of merchandise, and its allocation to stores? 1. planner 2. dispatcher 3. supervisor 4. shipping manager 5. warehouse manager

planner

Burt's Bees mission statement to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you," was prepared during which phase of the strategic marketing planning process? 1. prototype 2. preplanning 3. planning 4. implementation 5. control

planning

In which phase of the strategic marketing planning process does the firm decide what level of commitment to its ethical policies and standards it is willing to declare publicly? 1. prototype 2. preplanning 3. planning 4. implementation 5. control

planning

Marketers that set unrealistically high consumer expectations of a product through advertising or other types of promotion may generate higher initial sales, but it will eventually lead to ____ if the product fails to achieve these expectations. 1. high conversion rates 2. social risk 3. postpurchase dissatisfaction 4. unfulfilling decision heuristics 5. habitual decision making

postpurchase dissatisfaction

Which of Hofstede's cultural dimensions relates to a willingness to accept social inequality as natural? 1. time orientation 2. masculinity 3. individualism 4. uncertainty avoidance 5. power distance

power distance

After the salesperson has learned about the customer during the qualification stage, in the ________ step additional research is conducted and plans are made for meeting with the customer. 1. follow-up 2. preapproach 3. qualifying leads 4. sales presentation 5. handling reservations

preapproach

When a firm sets a very low price for one or more of its products with the intent to drive its competition out of business, it is engaged in 1. monopolistic competition. 2. gray market pricing. 3. predatory pricing. 4. competitive parity. 5. the substitution effect.

predatory pricing.

Netflix uses ____ analytics to suggest which movies we should watch as well as to develop new content that it is confident we will like. 1. demographic 2. cost 3. predictive 4. regional 5. cultural

predictive

A coupon for free milk on a box of Cheerios is a _________ offer. 1. sweepstakes 2. loyalty program 3. premium 4. POP display 5. rebate

premium

With _____ products and services, a higher price might lead to a greater quantity sold, but only up to a certain point. 1. status quo 2. prestige 3. predatory 4. price elastic 5. substitute

prestige

Through which of the following marketing mix variables do companies capture value from consumers, resulting in the generation of revenue? 1. product 2. price 3. promotion 4. people 5. place

price

Which of the following marketing mix variables is involved in the capture of value in the marketing exchange? 1. product 2. services 3. price 4. promotion 5. place

price

Although both Saks Fifth Avenue and JCPenney are department stores, their images could not be more different. Thus, when Coach considers which of these firms is most appropriate for its new line for men, it must keep in mind customers; perceived images of these retailers' _________ relationship. 1. price-quality 2. product-quality 3. place-quantity 4. price-quantity 5. product placement

price-quality

As the size of retail firms has increased through growth and consolidation, more retailers have developed ______ merchandise, which they use to establish a distinctive identity. 1. generic 2. copycat 3. private-label 4. manufacturer 5. co-branded

private-label

Customers tend to believe they have been treated fairly if the service providers follow specific company guidelines. This pertains to 1. customer service. 2. distributive fairness. 3. procedural fairness. 4. the zone of tolerance. 5. the standards gap.

procedural fairness.

Which of the following explains why the demand for Blu-ray discs increases when the demand for Blu-ray players increases? 1. the income effect 2. the substitution effect 3. cross-price elasticity 4. the complementary products effect 5. the substitute products effect

the complementary products effect

In thinking about the channel structure, the level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by all of the following except 1. the degree to which the channel is horizontally integrated. 2. the degree to which the channel is vertically integrated. 3. the degree to which the manufacturer has a strong brand. 4. the degree to which the manufacturer is desirable in the market. 5. the relative power of the manufacturer and retailer.

the degree to which the channel is horizontally integrated.

The measure of how much one currency is worth in relation to another is referred to as 1. real income. 2. gross national income. 3. purchasing power parity. 4. the exchange rate. 5. the trade gap.

the exchange rate.

In the past, Jaleel's vacation time has been spent at home catching a few local attractions when she could afford them. This year, she received a big bonus at work and has decided to finally take the trip to Europe that she has always dreamed about. Jaleel's purchasing behavior has changed due to 1. the income effect. 2. the substitution effect. 3. cross-price elasticity. 4. the complementary products effect. 5. the substitute products effect.

the income effect.

If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice? 1. the salesperson 2. the federal government 3. the insurance company and the salesperson 4. the federal government and the insurance company 5. the insurance company

the insurance company and the salesperson

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as 1. delayed interest. 2. unaided recall. 3. the lagged effect. 4. delayed awareness. 5. top-of-mind awareness.

the lagged effect.

The last group of buyers to enter a new product market are ______, and when they do, the product has achieved its full market potential. 1. laggards 2. innovators 3. early adopters 4. the late majority 5. the early majority

the late majority

As noted in your text, the complexity of a global distribution channel is determined by 1. how many product the seller needs to distribute. 2. the number of firms with which the seller needs to deal to get its merchandise to the customer. 3. the language barriers that exist between firms in different countries. 4. the type of product that must be distributed. 5. government regulations that exist in foreign countries.

the number of firms with which the seller needs to deal to get its merchandise to the customer.

Which of the following best describes the notion of market positioning? 1. the position that a company holds in the market in terms of size relative to its competitors 2 .the process of increasing a firm's overall sales and as a result, increasing its market share 3. the place the product occupies in consumers' minds relative to competing products 4. the geographic location of the headquarters of a corporation 5. a group of organizations that have similar wants and needs

the place the product occupies in consumers' minds relative to competing products

All of the following are disadvantages of using secondary research data except 1. the information may not be timely. 2. the process is costly and time-consuming. 3. the data sources may be biased. 4. the methodologies for collecting the data may not be appropriate. 5. the sources may not be original, and therefore usefulness is an issue.

the process is costly and time-consuming.

All of the following are examples of the value provided by a supply chain in the production of kitchen stoves except 1. the transportation company gets the stove to the retailer. 2. the retailer educates the customer about product features, and delivers and installs the stove. 3. the product design team develops initial drawings for a new product offering. 4. the stove maker turns the components into the stove. 5. the components manufacturer helps the stove manufacturer by supplying parts and materials.

the product design team develops initial drawings for a new product offering.

Radio frequency identification tags are 1. demand scheduling data tags. 2. information tags used on floor-ready merchandise. 3. shipping tags used to record weight limits of different types of trucks. 4. tiny computer chips that transmit information about the contents of containers. 5. electronic discount information tags used to provide reduced prices to select customers.

tiny computer chips that transmit information about the contents of containers.

All of the following are reasons that compel firms to continue introducing new products and services except 1. to adapt to changing customer needs. 2. to combat market saturation. 3. to diversify risk. 4. to respond to fashion cycles. 5. to drive the competition out of business.

to drive the competition out of business.

the positioning strategy can help communicate a brand's _______, representing the unique value provided to customers. 1. benefits segmentation 2. value proposition 3. segmentation method 4. targeting strategy 5. market share

value proposition

When supply chain members that buy and sell to one another are not in agreement about their goals, _________ channel conflict can occur. 1. vertical 2. independent 3. competitive 4. horizontal 5. administered

vertical

The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the channel is 1. vertically integrated. 2. horizontally integrated. 3. channeled. 4. positioned. 5. distributed.

vertically integrated.

An online network of people who communicate about specific topics is referred to as a (an) 1. virtual panel. 2. social media panel. 3. blog. 4. virtual community. 5. online community.

virtual community.

An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions is called a ______ program. 1. zone of tolerance 2. voice-of-customer 3. instrumental support 4. standards gap 5. distributive fairness

voice-of-customer

Members of __________ pay an annual fee of around $50, which amounts to significant additional income for the chains. 1. limited assortment superstores 2. supercenters 3. warehouse clubs 4. extreme-value food retailers 5. convenience stores

warehouse clubs

Harley Davidson has ______ if a consumer responds "Harley" when asked about American-made motorcycles. 1. limited recall 2. interest 3. prompted recall 4. limited awareness 5. top-of-mind awareness

top-of-mind awareness

Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as 1. pulsing. 2. flighting. 3. cross-checking. 4. sampling. 5. tracking.

tracking.

If a firm wants to conduct a country market analysis, it must look at major economic factors using well-established metrics. All of the following are considered a major economic factor that the firm would consider except 1. general economic environment. 2. trade agreements. 3. market size. 4. population growth. 5. real income.

trade agreements.

When everyone might be considered a potential user of its product, a firm likely uses a(n) ________ targeting strategy. 1. one-to-one 2. differentiated 3. concentrated 4. undifferentiated 5. micromarketing

undifferentiated

Which organization provides the three guidelines that marketers should use for conducting marketing research? 1. Federal Trade Commission 2. American Marketing Association 3. U.S. Congress 4. Electronic Privacy Information Center 5. Federal Communications Commission

American Marketing Association

_____ involves the buyer considering his own personal knowledge about a product based on past experience. 1. A purchase based on an impulse 2. An internal search for information 3. An external search for information 4. An experiential search for information 5. A recognition of need

An internal search for information

_____ is the third step in the marketing research process, and it begins only after the research to design has been established. 1. Collecting the data 2. Analyzing the data 3. Designing the research 4. Developing and implementing the action plan 5. Defining the objectives and research needs

Collecting the data

Which of the following is the most likely result of inflation? 1. Consumers will purchase more products overall. 2. Consumers will switch from lower-priced brands to more expensive ones. 3. Consumers will buy more discretionary items. 4. Consumers will switch to less expensive options for necessities. 5. Consumers will stop buying low-cost luxury items.

Consumers will switch to less expensive options for necessities.

______ pricing methods do not recognize the role that consumers or competitors' prices play in the marketplace. 1. Value-based 2. Improvement value 3. Cost-based 4. Cost of ownership 5. Competitor-based

Cost-based

_____ means allowing employees to make decisions about how service gets provided to customers. 1. Reliability 2. The zone of tolerance 3. Empowerment 4. The zone of assurance 5. Empathy

Empowerment

The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the 1. Package Labeling Bureau. 2. Food and Drug Administration. 3. Federal Trade Commission. 4. American Marketing Association. 5. Consumer Protection Agency.

Food and Drug Administration.

_______ distribution helps a seller maintain a particular image and control the flow of merchandise into an area which makes this approach attractive to many shopping goods manufacturers, such as most apparel items, home items like branded pots and pans or sheets and towels, branded hardware and tools, and consumer electronics. 1. Variable 2. Selective 3. Intensive 4. Exclusive 5. Collective

Selective

What does it mean when a firm's performance on one of the dimensions of service quality is above the highest point in the zone of tolerance? 1. The firm is overcharging for its offerings. 2. The firm has achieved its highest level of profitability. 3. The firm has the opportunity to reach new customer segments. 4. The firm has exceeded customer expectations on that dimension. 5. The firm has fallen short of meeting customer expectations on that dimension.

The firm has exceeded customer expectations on that dimension.

________ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors. 1. An ideal point 2. An optimal point 3. A competitive map 4. A perceptual map 5. Competitive positioning

a perceptual map

Sometimes reactions to prices in oligopolistic markets can result in ______________, which occurs when two or more firms compete primarily by lowering their prices. 1. a recession 2. a price war 3. a lawsuit 4. a profit-oriented strategy 5. a competitor-oriented strategy

a price war

The United States wants to limit the amount of a product that can be imported into the country for a period of time by setting a maximum import quantity. To do so, the United States should institute 1. a quota. 2. an exchange rate. 3. a boycott 4. a tariff. 5. a dumping law.

a quota.

As the dominant member of the channel of distribution, Coca-Cola holds a lot of power in the relationship with independent grocery stores, and as such, it performs the functions of restocking merchandise, setting up special displays, and rotating merchandise. This is an example of a(n) 1. independent marketing channel. 2. horizontal marketing system. 3. administered vertical marketing system. 4. contractual vertical marketing system. 5. corporate vertical marketing system.

administered vertical marketing system.

A(n) ______ is a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful. 1. informational appeal 2. advertising plan 3. push strategy 4. promotional plan 5. publicity strategy

advertising plan

During the follow-up stage, what service quality dimension is being addressed when customers are given adequate guarantees that their purchases will perform as expected? 1. reliability 2. responsiveness 3. assurance 4. empathy 5. tangibles

assurance

Medical professionals often hang framed copies of their educational accomplishments in order to convey their competence in their field, thus addressing the ______ dimension of service quality. 1. reliability 2. responsiveness 3. assurance 4. empathy 5. tangibles

assurance

The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. The Broadmoor conveys trust by empowering its employees. Which service characteristic is the hotel focusing on? 1. responsiveness 2. empathy 3. tangible 4. reliability 5. assurance

assurance

The top Quality electronics store has advertised a very low price for a printer it carries. Once customers arrive at the store to purchase the low-priced printer, the salesman aggressively pressures these customers into purchasing a higher-priced model by disparaging the low-priced item, comparing it unfavorable with the higher-priced model, or professing an inadequate supply of the lower-priced item. The store is engaging in a ________ tactic. 1. deceptive reference pricing 2. loss-leader pricing 3. bait-and-switch 4. predatory pricing 5. price discrimination

bait-and-switch

To create strong partnering relationships, supply chain members must develop mutual trust, openly communicate, have common goals, recognize the benefits of interdependence, and 1. maximize market share. 2. set out to make the most profits. 3. be willing to invest in each other's success. 4. minimize transportation expenditures for suppliers. 5. maximize the profitability of the largest channel member.

be willing to invest in each other's success.

______ measures how many consumers in a market are familiar with the brand and what it stands for and have an opinion about it. 1. Brand equity 2. Brand awareness 3. Brand perception 4. Brand association 5. Brand loyalty

Brand awareness

_____ involves determining the point at which the number of units sold generates just enough revenue to equal the total costs. 1. Contribution margin analysis 2. Break-even analysis 3. Predatory pricing 4. Total cost calculation 5. Fixed cost analysis

Break-even analysis

_______ is the process of going through the goods upon receipt to make sure they arrive undamaged and that the merchandise ordered was the merchandise received. 1. Receiving 2. Checking 3. Cross-docking 4. Marking 5. Ticketing

Checking

For most of the 20th century, ______ experienced foreign occupation, civil unrest, major famine, and a strict one-party Communist regime. 1. China 2. Brazil 3. India 4. Russia 5. Japan

China

______ indicates that the demand for related products can either be positively or negatively related. 1. The income effect 2. The substitution effect 3. Cross-price elasticity 4. Complementary products effect 5. The supply curve

Cross-price elasticity

______ is the use of a variety of statistical analysis tools in marketing research to uncover previously unknown patterns in data or relationships among variables. 1. Experimental research 2. Data mining 3. Marketing research 4. Data collection 5. Data warehousing

Data mining

In terms of a pricing strategy, ______ adds value by reducing consumers' search costs; consumers can spend less of their valuable time comparing prices, including sale prices, at different stores. 1. cost-based pricing 2. high/low pricing 3. predatory pricing 4. EDLP 5. competitor-based pricing

EDLP

Which of the following agencies serves as a watchdog over the data mining of consumer information? 1. Electronic Privacy Information Center 2. American Marketing Association 3. Federal Trade Commission 4. U.S. Congress 5. Federal Communications Commission

Electronic Privacy Information Center

________ involves a binding contractual agreement between two businesses whereby the marketing operations are tightly controlled and often standardized. 1. Exporting 2. Franchising 3. Joint venture 4. Strategic alliance 5. Direct investment

Franchising

_____, also known as Millennials, constitutes more than 60 million members in the United States alone and were born between 1977 and 2000. 1. Generation Y 2. Generation X 3. Baby Boomers 4. Generation M 5. Generation Z

Generation Y

_____ involves a strategic effort by firms to supply customers with environmentally friendly, sustainable merchandise and services. 1. Greenwashing 2. Eco-marketing 3. Greener advertising 4. Eco-selling 5. Green marketing

Green marketing

_______ is (are) the number of times an ad appears in front of the user. 1. Frequency 2. Reach 3. Impressions 4. Relevance 5. Clicks

Impressions

_________ are crucial to the success of any new product or service because they help the product gain market acceptance by spreading positive word of mouth about the new product. 1. Laggards 2. Innovators 3. Early adopters 4. The late majority 5. The early majority

Innovators

According to your text, which of the following is a reason why many people enjoy personal selling as a career? 1. It is a well-supervised position. 2. It usually entails repetitive work. 3. It doesn't draw the attention of management. 4. It features variety and diversity. 5. It does not involve goal setting.

It features variety and diversity.

Which of the following represents the best approach for a firm to take regarding ethics and social responsibility? 1. The firm should not worry about implementing programs that are socially responsible or about employees acting in an ethically responsible manner. 2. The programs implemented by a firm are not as important as the employees acting in an ethically responsible manner. 3. Employees acting in an ethical manner are not as important as the firm implementing socially responsible programs. 4. Spending a lot of money on a marketing campaign will fool people into thinking a firm is socially responsible. 5. The firm should implement programs that are socially responsible and employees should act in an ethically responsible manner.

The firm should implement programs that are socially responsible and employees should act in an ethically responsible manner.

When companies enter into agreements that allow them to obtain economies of scale and coordination to reduce conflict, it is an example of 1. information power. 2. legitimate power. 3. an administered vertical marketing system. 4. a contractual vertical marketing system. 5. a corporate vertical marketing system.

a contractual vertical marketing system.

In the grocery store, you can see the Kellog's name on its Special K and Rice Krispies cereals, Eggo waffles, and Pop-Tarts. Having the Kellogg's name on all these various products is an example of the use of 1. a family brand. 2. individual brands. 3. co-branding. 4. rebranding. 5. brand association.

a family brand.

Which of the following would qualify as being a service retailer? 1. a supermarket 2. a drug store 3. an off-price retailer 4. a health spa 5. a convenience store

a health spa

When developing strategies for working with retailers, manufacturers must consider whether they should sell in more than one outlet (e.g., store, catalog, and Internet). Which of the following factors for establishing a relationship with retailers deals with this? 1. choosing retail partners that will carry the products 2. identifying the appropriate types of retailers to carry the products 3. developing a retail strategy that implements the four Ps 4. determining whether or not to use an omnichannel strategy 5. allocating inventory throughout the channel of distribution

determining whether or not to use an omnichannel strategy

Large firms with multiple offerings in a particular product category engage in ______ targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and diversity their businesses. 1. mass marketing 2. micromarketing 3. concentrated 4. differentiated 5. undifferentiated

differentiated

General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of 1. undifferentiated marketing. 2. mass marketing. 3. concentrated marketing. 4. differentiated marketing. 5. micromarketing.

differentiated marketing.

BMW, the German company that manufactures automobiles, motorcycles, and other products, owns and operates a manufacturing plant in Spartanburg, South Carolina, in the united States. This is an example of which global entry strategy? 1. franchise 2. joint venture 3. strategic alliance 4. exporting 5. direct investment

direct investment

Which global entry strategy has the highest degree of risk? 1. exporting 2. direct investment 3. a strategic alliance 4. franchising 5. a joint venture

direct investment

A high-end women's clothing company is evaluating its overall mission, including its strengths, weaknesses, opportunities, and threats. It is engaged in which step of the segmentation, targeting and positioning process? 1. establishing overall strategy or objectives 2. determining segmentation methods 3. evaluating segment attractiveness 4. selecting the target market 5. developing the positioning strategy

establishing overall strategy or objectives

Roberta works out at a health club, goes to yoga classes, and reads magazines about women's health to satisfy her inner desires. Which of Maslow's needs is Roberta fulfilling? 1. financial 2. physiological 3. safety 4. love 5. esteem

esteem

During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? 1. evaluate segment attractiveness 2. select segmentation method 3. develop positioning strategy 4. select target market 5. establish overall strategy or objectives

evaluate segment attractiveness

Ethan considered three important attributes when deciding where he would do his banking: the convenience of the location, hours of operation, and interest rates for CDs. In this situation, these three attributes are called 1. attribute sets. 2. evaluative sets. 3. evaluative criteria. 4. formative criteria. 5. alternative evaluation.

evaluative criteria.

During the last couple of decades, it has become important for value-oriented marketers to ____ with customers. 1. move from a transactional orientation to a transitional perspective 2. manage transactions more efficiently 3. reduce the number of transactions to improve relationships 4. move towards a relational perspective from a transactional orientation 5. consider how they can reduce their interactions

move toward a relational perspective from a transactional orientation

The discrepancy between a consumer's actual state and desire state is associated with which of the following steps in the consumer decision process? 1. need recognition 2. information search 3. alternative evaluation 4. purchase 5. postpurchase

need recognition

As a result of _______ studies, Campbell's has recently changed its soup labels by shrinking the logo and emphasizing the soup to increase customers' emotional responses to the cans. 1. biometric marketing 2. neuromarketing 3. physiomarketing 4. brainwave mapping 5. medical marketing

neuromarketing

When a company examines consumers' brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies, this is referred to as 1. data mining. 2. response marketing. 3. brain scanning. 4. biometrics. 5. neuromarketing.

neuromarketing.

People who get Botox treatments consider it to be a private matter, therefore, they do not discuss it with others. This lowers the level of ______, slowing down the diffusion process. 1. trialability 2. complexity 3. observability 4. compatibility 5. relative advantage

observability

Jack attempted to close a sale with a new customer. Unfortunately, the customer did not purchase anything from Jack; however, he learned some valuable information about this customer and is determined to continue calling on him until he finally does get a sale. Which personality trait is Jack most likely exhibiting? 1. personality 2. courage 3. resilience 4. self-motivation 5. empathy

resilience

For segmentation strategy to be successful, the customers in the segment must react similarly and positively to firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness? 1. substantial 2. reachable 3. responsive 4. profitable 5. identifiable

responsive

Marriott Hotels has a customer relationship management system whereby the preferences of regular customers are tracked and used to anticipate customer desires and special requests, which helps to facilitate the registration process. This corresponds to which of the following building blocks of service quality? 1. empathy 2. tangibles 3. reliability 4. assurance 5. responsiveness

responsiveness

The set of business activities that adds value to products and services sold to consumers for their personal or family use is referred to as 1. retailing. 2. marketing. 3. wholesaling. 4. distribution. 5. supply chain management.

retailing.

General Electric realized that adapting medical diagnostic equipment that had been developed in the United States to sell it in India was ineffective. Few Indian medical providers had sufficient resources to pay $20,000 for the massive machinery. Therefore, GE undertook innovation specific to the Indian market to develop a battery-operated, portable EKG (electrocardiogram) machine for $500. Then it realized that the small, affordable machines would appeal as well to U.S. emergency medical personnel in the field and therefore globalized its offer. This is an example of 1. glocalization. 2. reverse innovation. 3. franchising. 4. niche marketing. 5. globalization.

reverse innovation.

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of 1. integrated marketing. 2. a corporate culture. 3. sales management. 4. sales support. 5. the marketing plan.

sales management.

Although reservations on the part of the buyer can arise during each stage of the selling process, they are very likely to occur during the 1. generation and qualification of leads stage. 2. preapproach. 3. sales presentation. 4. closing of the sale. 5. follow-up.

sales presentation.

_________ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan or a theme and often becomes a snapshot of the entire advertising campaign. 1. The media mix 2. A unique selling proposition 3. An informational appeal 4. Puffery 5. A headline

A unique selling proposition

Companies like Tiffany's go to great lengths to protect themselves through the use of trademarks and copyrights. This best represents which of the following advantages of branding? 1. Brands facilitate purchases. 2. Brands establish loyalty. 3. Brands protect from competition. 4. Brands can reduce marketing costs. 5. Brands are assets.

Brands are assets.

Which of the following accurately represents the countries that make up what is known as the BRIC countries? 1. Britain, Russia, Italy, China 2. Brazil, Russia, India, China 3. Belgium, Romania, Ireland, the Czech Republic 4. Brazil, Russia, Indonesia, Chile 5. Bolivia, Romania, India, Colombia

Brazil, Russia, India, China

________ power is when one channel member threatens to punish or punishes another channel member for not undertaking certain tasks, such as delaying payment for a late delivery. 1. Coercive 2. Referent 3. Expertise 4. Legitimate 5. Information

Coercive

With regard to the ethical decision-making metric, which of the following questions best represents the transparency test? 1. Would I want the person I admire most to see me doing this? 2. Would I want to see the action I am about to take on the front page of the local paper? 3. Could I give a clear explanation for the action I'm contemplating that would satisfy a fair moral judge? 4. Would I like to be on the receiving end of this action? 5. Would the person I admire most engage in this activity?

Could I give a clear explanation for the action I'm contemplating that would satisfy a fair moral judge?

_____ refers to the process by which the use of a product, service, or process spreads throughout a market group over time and across various categories. 1. Innovation 2. Fashion cycles 3. Market segmentation 4. The product life cycle 5. Diffusion of innovation

Diffusion of innovation

In terms of market size and population growth rate, which of the following is a trend that is occurring in the world market that impacts the marketing of goods and services? 1. Global population growth is equally dispersed among nations. 2. Growth has been relatively equal for both developed and less developed nations. 3. Marketing to more rural populations is more costly than reaching urban areas. 4. The growth rate of the world population will remain relatively constant in the future. 5. Population shifts are causing a decline in the percentage of people in the middle class.

Marketing to more rural populations is more costly than reaching urban areas.

___________ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product. 1. Informative 2. Persuasive 3. Reminder 4. Push 5. Pull

Persuasive

_____ measures how changes in price affect the quantity of the product demanded. 1. Break-eve analysis 2. Competitive parity 3. Target return pricing 4. Market-oriented pricing 5. Price elasticity of demand

Price elasticity of demand

________ is used to market products to innovators who are willing to pay the very highest prices to obtain brand-new examples of technology advances, with exciting product enhancements. 1. Price lining 2. Price skimming 3. Penetration pricing 4. Price fixing 5. High/low pricing

Price skimming

When Ben & Jerry's Ice Cream tests all its proposed new flavors on its own employees at its corporate headquarters in Vermont, it is partaking in 1. Nielsen testing. 2. alpha testing. 3. beta testing. 4. the product launch. 5. postmarket testing.

alpha testing.

When the members of a marketing channel operate to satisfy their own objectives and maximize their own profits, often at the expense of the other members, the channel operates as 1. a vertical marketing system. 2. an independent marketing channel. 3. a corporate vertical marketing system. 4. a contractual vertical marketing system. 5. an administered vertical marketing system.

an independent marketing channel.

According to the consumer decision process, after consumers recognize the need for a product, they then engage in 1. psychological need recognition. 2. an information search. 3. an evaluation of alternatives. 4. the purchase of the product. 5. post purchase behavior.

an information search.

In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, this could lead to 1. rebranding. 2. co-branding. 3. product labeling. 4. brand licensing 5. brand dilution.

brand dilution.

The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery, and even fragrances. This represents a ______ strategy. 1. brand re-positioning 2. co-branding 3. brand extension 4. line extension 5. brand dilution

brand extension

Star Wars memorabilia has been continually successful since the first film was released in the 1970s, and the most recent film releases have led to a massive increase in sales. This is an example of 1. brand equity. 2. brand licensing. 3. brand awareness. 4. co-branding. 5. brand associations.

brand licensing.

Limitations of the ______ budgeting method include not allowing firms to exploit the unique opportunities or problems they confront in a market. If all competitors use this method to set communication budgets, their market shares will stay approximately the same over time. 1. available budget 2. rule-of-thumb 3. objective-and-task 4. percentage of sales 5. competitive parity

competitive parity

In the new product development process, when companies provide brief written descriptions of the product and what customer needs it would satisfy, sometimes including visual images of what the product would look like it involves 1. idea generation. 2. concept testing. 3. product development. 4. market testing. 5. product launch.

concept testing.

There are three elements in any integrated marketing communication strategy: the ________, the channels through which the message is communicated, and evaluation of the results of the communication. 1. product being marketed 2. promotion strategy used 3. consumer being targeted 4. message being delivered 5. cost of the communication

consumer being targeted

When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represented the purchase of 1. consumer products. 2. specialty services. 3. personal products. 4. sought products. 5. unsought goods.

consumer products.

If a firm takes voluntary actions to address the ethical, social, and environmental impacts of its business operations, it is involved in 1. a SWOT analysis. 2. unethical business practices. 3. strategic planning. 4. corporate social responsibility. 5. covert operations.

corporate social responsibility.

The international fashion retailer Zara's parent company, Inditex, owns the manufacturing plants, warehouse facilities, retail outlets, and design studios, which is an example of a(n) 1. independent marketing channel. 2. vertical marketing system. 3. administered vertical marketing system. 4. contractual vertical marketing system. 5. corporate vertical marketing system.

corporate vertical marketing system.

Using the _______ pricing method, consumers may be willing to pay more for a particular product because, over its entire lifetime, it will eventually be less expensive to own than a cheaper alternative. 1. cost of ownership 2. improvement value 3. premium 4. competitor-based 5. cost-based

cost of ownership

What is the first step marketers use to derive a perceptual map? 1. identify competitors' positions 2. determine consumers' perceptions and evaluations of the product or service in relation to competitors' 3. monitor the positioning strategy 4. identify the market's ideal points and size 5. determine consumer preferences

determine consumers' perceptions and evaluations of the product or service in relation to competitors'

A full-line discount store is a type of _________ retailer. 1. service 2. general merchandise 3. inclusive 4. Internet 5. exclusive

general merchandise

The processes by which goods, services, capital, people, information, and ideas flow across national borders are referred to as 1. globalization. 2. offshoring. 3. world trade. 4. internationalization. 5. exporting.

globalization.

A(n) ______ strategy is attractive because it attracts two distinct market segments: those who are not price sensitive along with more price-sensitive customers. 1. cost-based pricing 2. high/low pricing 3. predatory pricing 4. EDLP 5. competitor-based pricing

high/low pricing

A(n) ____________ strategy relies on the promotion of sales, during which prices are temporarily reduced to encourage purchases. 1. predatory pricing 2. high/low pricing 3. cost-based pricing 4. EDLP 5. competitor-based pricing

high/low pricing

The XYZ Clothing Company wants to create and build brand awareness. It would use _________ advertising. 1. informative 2. persuasive 3. reminder 4. push 5. pull

informative

According to your text, when a customer undertakes a postpurchase evaluation and decides he or she is satisfied, this often leads to 1. ambivalence. 2. dissonance. 3. tolerance. 4. loyalty. 5. distributive fairness.

loyalty.

In managing its product portfolio, 3M demands that a specific percentage of its yearly sales come from new products introduced within the previous few years to better withstand external shocks and 1. respond to fashion cycles. 2. change customer preferences. 3. improve business relationships. 4 hedge against market saturation. 5. manage risk through diversification.

manage risk through diversification.

The majority of the brands marketed in the United States are ______ brands. 1. store 2. generic 3. copycat 4. premium 5. manufacturer

manufacturer

The Service Gaps Model is designed as a diagnostic tool to highlight specific areas where 1. marketers deliver better quality service compared to the physical goods they sell. 2. manufacturers are cutting costs on product quality. 3. marketers are falling short in their service delivery. 4. marketers can take advantage of unsuspecting customers. 5. there is a gap in product quality compared to service quality.

marketers are falling short in their service delivery.

All of the following are included in the ethical decision-making framework except 1. identify issues. 2. gather information and identify stakeholders. 3. maximize profits. 4. brainstorm and evaluate alternatives. 5. choose a course of action.

maximize profits.

Traditionally, advertising has been _________ and ___________. 1. passive; reciprocal 2. passive; online 3. interactive; offline 4. interactive; online 5. passive; offline

passive; offline

The fact that a family would spend a lot more time researching the market before buying a new car than it would in the decision to purchase an inexpensive kitchen appliance, like a coffeemaker, can best be explained by which of the following concepts? 1. locus of control 2. performance risk 3. psychological risk 4. social risk aversion 5. perceived benefits versus perceived costs of search

perceived benefits versus perceived costs of search

Of the five types of risk associated with purchase decisions, which one involves the perceived danger inherent in a poorly performing product or service? 1. financial 2. social 3. physiological 4. performance 5. psychological

performance

Which of the following is a macroenvironmental factor included in the CDSTEP acronym? 1. energy consumption 2. consumer trends 3. social media 4. diversity 5. political/regulatory environment

political/regulatory environment

Which of the following positioning approaches was the focus of Volvo's objective to augment its safety image with better driving performance and excitement? 1. positioning based on product attributes 2. positioning based on symbolism 3. positioning against a specific competitor 4. positioning using perceptual mapping 5. positioning based on profit potential

positioning based on product attributes

The Nike swoosh is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors? 1. positioning based on product attributes 2. positioning based on symbolism 3. positioning against a specific competitor 4. positioning using perceptual mapping 5. positioning based on profit potential

positioning based on symbolism

Sometimes called buyer's remorse, _____ is the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behavior. 1. an internal locus of control 2. postpurchase cognitive dissonance 3. self-actualization 4. an external locus of control 5. psychological risk

postpurchase cognitive dissonance

The Top Choice Vacuum Cleaning company has set a very low price for its vacuum with the intent to drive its competition out of business. It is using the illegal practice of 1. deceptive reference pricing. 2. loss-leader pricing. 3. bait and switch. 4. predatory pricing. 5. price discrimination.

predatory pricing.

A beauty products manufacturer packages its face wash and facial moisturizer together for a price lower than what it would cost to buy the products separately. This tactic is referred to as 1. price lining. 2. price bundling. 3. leader pricing. 4. predatory pricing. 5. markdown pricing.

price bundling.

When Suddenlink Communications offers its customers a discount when they order their television, Internet, and phone service all with Suddenlink on just one bill, it is an example of 1. leader pricing. 2. quantity discounting. 3. price bundling. 4. a markdown. 5. a rebate.

price bundling.

The "Indoor Tanning Is Out" campaign is designed to raise awareness of the increased risk of melanoma, the deadliest form of skin cancer, and decrease usage of tanning salons. This is an example of a(n) ___________ advertisement. 1. relational 2. institutional 3. public service 4. attribute-based 5. product-focused

public service

When the salesperson and the supporting organization delivers the right product or service on time, this refers to which of the following service quality dimensions? 1. responsiveness 2. reliability 3. assurance 4. tangibles 5. empathy

reliability

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their _____ set. 1. universal 2. retrieval 3. memory 4. evoked 5. brand

retrieval

When a company takes apart a product, analyzes it, and creates an improved product that does not infringe on the competitor's patents, if any exist, it is 1. outsourcing. 2. brainstorming. 3. reverse engineering. 4. market testing. 5. licensing.

reverse engineering.

Jana's firm is entering a new market and she plans to set prices to take sales away from the established market leader even though it will mean profits might suffer. This corresponds to which of the following company objectives? 1. profit-orientation 2. sales-orientation 3. competitor-orientation 4. customer-orientation 5. market-orientation

sales-orientation

Qualitative research includes all of the following except 1. observation. 2. in-depth interviews. 3. scanner data. 4. focus groups. 5. following social media sites.

scanner data.

Data gathered from trade journals, the Census Bureau, and specialized research firms is considered to be _____ data. 1. irrelevant 2. primary 3. secondary 4. costly 5. timely

secondary

Stores are limited by their ________, which is generally not an issue when shopping on the Internet. 1. ability to reduce shopper's perception of risk 2. size 3. sales staff 4. inability to accept cash payments 5. ability to provide a social experience

size

Criticized by small manufacturers of grocery products, ________ are fees paid to retailers simply to get new products into stores or to gain more or better shelf space for their products. 1. seasonal allowances 2. cash discounts 3. advertising allowances 4. slotting allowances 5. quantity discounts

slotting allowances

A survey question for which a discrete set of response alternatives or specific answers is provided for respondents is a type of ______ question. 1. biased 2. unstructured 3. structured 4. open-ended 5. unethical

structured

Nielsen purchases scanner data from retail transactions to compile, analyze, and resell to consumer packaged-goods firms so they can assess what is happening in the marketplace. Scanner data is an example of 1. external primary data. 2. internal primary data. 3. internal secondary data. 4. syndicated external data. 5. tertiary data.

syndicated external data.

When General Motors purchases information about quality and customer satisfaction research from J.D. Power and Associates, it is acquiring a form of 1. tertiary data. 2. internal primary data. 3. internal secondary data. 4. external primary data. 5. syndicated external data.

syndicated external data.

To examine the potential success of its one-third-pound Angus hamburger, McDonald's started offering and promoting the product in three southern cities. This move is an example of 1. test marketing. 2. beta testing. 3. prototype marketing. 4. alpha testing. 5. trade promotion.

test marketing.

Although the trend of wealthy households outpacing both poor and middle classes is worldwide, it is particularly prominent in 1. Japan. 2. Africa. 3. China. 4. the United States. 5. Germany.

the United States.

According to the elaboration likelihood model, which of the following variables determines whether limited or extended problem solving will operate in a particular purchase decision? 1. purchase readiness 2. attentional capacity 3. likelihood of purchase 4. the level of involvement 5. the level of elaborate thinking

the level of involvement

Disney starts off its stars with Disney Channel shows, records them on the Disney-owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney movie soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is 1. interest. 2. aided recall. 3. lagged effect. 4. brand awareness. 5. top-of-mind awareness

top-of-mind awareness

Because the United States imports more goods than it exports, it operates under a(n) 1. trade surplus. 2. trade deficit. 3. import surplus. 4. export deficit. 5. imbalanced trade agreement.

trade deficit.

Home Depot hired an advertising agency to develop television ads for its grand opening in southern Maine. The advertising agency represents which of the following components of the communication process? 1. sender 2. transmitter 3. communication channel 4. receiver 5. feedback

transmitter

Improvement value and cost of ownership are two approaches to which method of pricing? 1. mark-up pricing 2. cost-based pricing 3. value-based pricing 4. competitor-based pricing 5. price elasticity

value-based pricing

Frito-Lay is an example of a company that partners with retailers by implementing a(n) ______ system, involving taking on the responsibility of managing inventory levels at the retailers where its products are sold. 1. stock-keeping unit 2. independent marketing channel 3. electronic data warehouse 4. vendor-managed inventory 5. radio frequency identification tag

vendor-management inventory

According to your text, which of the following can be said regarding the use of social media in advertising? 1. Facebook is the social media site of choice for marketers because nearly 75 percent of the world's population has signed up for a Facebook account. 2. Marketers are reluctant to use social media in advertising because technology is changing so rapidly. 3. Only 20 percent of the world's population uses Facebook-which means 80 percent still has not signed up. 4. Social networks such as Facebook are nowhere near saturation. 5. The use of social media, once the premier way to connect to consumers, is rapidly falling off in popularity due to privacy concerns among users.

Only 20 percent of the world's population uses Facebook-which means 80 percent still has not signed up.

Which of the following statements is accurate? 1. Firms that engage in ethical practices are always socially responsible. 2. To align personal and corporate goals, firms need to have a strong ethical climate exemplified by the actions of corporate leaders and filtered through an ethically based corporate culture. 3. Socially responsible firms automatically engage in ethical practices. 4. Firms consider ethics and social responsibility to be unrelated concepts. 5. Firms are not socially responsible because consumers will not pay more for it.

To align personal and corporate goals, firms need to have a strong ethical climate exemplified by the actions of corporate leaders and filtered through an ethically based corporate culture.

Which of the following is an accurate statement about corporate social responsibility? 1. CSR and conscious marketing are the same thing. 2. Becoming a conscious marketing organization is a relatively simple effort. 3. Today, there are very few large and well-known companies that engage in CSR. 4. When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming conscious marketers. 5. Marketers who work in controversial or polluting industries such as tobacco or fossil fuels are unable to engage in CSR.

When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming conscious marketers.

Which of the following questions relates to the Golden Rule Test of an ethical decision-making metric? 1. Would I want the person I admire most to see me doing this? 2. Would I be able to profit in some way from this action? 3. Would I like to be on the receiving end of this action? 4. Will I be able to look at myself in the mirror and respect the person I see there? 5. Would the person I admire the most engage in this activity?

Would I like to be on the receiving end of this action?

After a firm has carefully considered all relevant alternatives to address an ethically difficult situation, the next step would be to ____ to bring about the best solution. 1. take evasive action 2. identify issues 3. gather information and identify stakeholders 4. brainstorm alternatives 5. choose a course of action

choose a course of action

The primary strength of Pepsi is the manufacture, distribution, and promotion of carbonated beverages. These describe which factor of a Pepsi consumer's immediate environment? 1. competitive intelligence 2. corporate partners 3. company capabilities 4. competitors 5. culture

company capabilities

Fort Motor Company engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships--collectively known as its 1. investors. 2. customers. 3. competitors. 4. corporate partners. 5. customer franchisers.

corporate partners.

Broadly defined, ____ is (are) the shared meanings, beliefs, morals, values, and customs of a group of people. 1. culture 2. demographics 3. social issues 4. psychographics 5. ethnicity

culture

Singapore Airlines is recognized as an industry leader for exemplary customer service, and has continued to add new ways to serve customers better than competitors. In doing so, it has focused on sustaining its competitive advantage through ____ excellence. 1. customer 2. operational 3. sustainable 4. product 5. locational

customer

Toothpaste manufacturers understand that consumers have different needs when it comes to toothpaste (i.e., teeth whitening, sensitive teeth, breath freshening, and tartar control). Knowing that, they have divided the market based on these various needs and developed toothpaste to accommodate each group. By doing so, these toothpaste manufacturers are involved in 1. a situation analysis. 2. market segmentation. 3. product placement. 4. market development. 5. diversification.

market segmentation.

Kroger collects massive amounts of data about how, when, why, where, and what people buy, and then analyzes those data to better serve its customers. This refers to 1. market procurement. 2. product promotion. 3. marketing analytics. 4. customer demographics. 5. value-oriented marketing.

marketing analytics.

A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected income statements is referred to as a(n) 1. operational plan. 2. situation analysis. 3. marketing plan. 4. mission statement. 5. business plan.

marketing plan.

Although Starbucks, Dunkin' Donuts, and McDonald's all strive to provide a good cup of coffee and pastries to their respective target markets, the difference in who they target, how they design their marketing mix, and what they choose as the basis of building their competitive advantage is directly related to their own 1. competitive focus. 2. consumer franchise. 3. market leadership. 4. marketing strategy. 5. competitive direction.

marketing strategy.

Redbox uses the ____ element of the marketing mix to make movie rentals available for customers when and where they need them. 1. product 2. promotion 3. place 4. price 5. premium

place

Which of the following represents the three major phases of a marketing plan? 1. assessment, action, adjustment 2. planning, implementation, control 3. strategy, execution, regulation 4. design, apply, manage 5. forecasting, application, management

planning, implementation, control

When managers at General Motors evaluated all the firms' various divisions and then chose to close both the Saturn and Pontiac divisions, it was involved in 1. product development. 2. demarketing. 3. diversification. 4. portfolio analysis. 5. franchise reevaluation.

portfolio analysis.

Which of the following is one of the four major growth strategies marketers typically utilize? 1. portfolio analysis 2. demarketing 3. product development 4. market leadership 5. product proliferation

product development

The ____ era embraced the belief that a good product would sell itself. 1. sales-oriented 2. market-oriented 3. value-based 4. consumer-demand 5. production-oriented

production-oriented