Quiz Questions

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

D. Social reach.

The consumer decision process model represents a. the shift from an internal to an external locus of control. b. the concept of habitual decision making. c. the retrieval of an evoked set based on physiological needs. d. the steps that consumers go through before, during, and after making purchases. e. the types of decisions all consumers must make.

D. The steps that consumers go through before, during, and after making purchases.

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine a. what income brackets their customers are in. b. how old their customers are. c. where their customers live. d. what their customers need. e. which customers have young children.

D. What their customers need.

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes a. which type of follow-up will be needed. b. whether to quote a full price or discount price. c. how much time has been allocated for the presentation. d. where the customer is in the buying process. e. which of the alternative products to demonstrate.

D. Where the customer is in the buying process.

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes where provides was which of the 4E frameworks? a. Engage b. Excite c. Energize d. Educate e. Experience

E. Experience

Mario is the first retailer in town to sell games for Sony's new PlayStation 3 machine. Mario wants to quickly capture as much of the market for the new games as possible. Mario will likely use a __________ pricing strategy. a. market penetration b. bundling c. reference d. price fixing e. skimming

A. Market penetration

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of a. micromarketing. b. psychographic segmentation. c. differentiated targeting. d. concentrated targeting. e. undifferentiated targeting.

A. Micromarketing

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

A. Online ads.

Each time a politician or celebrity writes a book, bookstores can expect at least some customers to want the book, but whether it will become a bestseller is less certain. The bookstore's primary inventory management challenge is a. whether to price the books in the distribution center or at the retail store. b. having enough books to satisfy customer demands versus the cost of having the inventory. c. which other books to promote along with this book. d. how to get the author to sign copies of the book. e. whether to display the book at the checkout counter.

B. Having enough books to satisfy customer demands versus the cost of having the inventory.

Recently, Jason, one of the few Americans who has not registered with the Do Not Call Registry, received a call from a marketer suggesting Jason needed additional insurance since he had just become a father and changed jobs. Jason was likely shocked and concerned about a. his telephone bill. b. his lack of privacy. c. the marketer's lack of cultural awareness. d. his technological comfort. e. his financial situation.

B. His lack of privacy.

Which of the following is the third step in the marketing planning process? a. situation analysis b. identify opportunities c. evaluate using a matrix d. define the business mission e. implement marketing mix and allocate resources

B. Identify opportunities

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? a. biometrics b. in-depth interviews c. experiment d. focus group e. questionnaire

B. In-depth Interviews

Which of the following is NOT one of the four product life cycle stages? a. introduction b. location c. growth d. decline e. maturity

B. Location

The product life cycle is theoretically __________ shaped with regard to sales and profits. a. circle b. flat line c. bell d. lightning bolt e. Y

C. Bell

To become a more value-driven organization, Pokrah University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires. Pokrah University is becoming more value driven through a. keeping the faculty members happy. b. evaluating strategic competitive partnerships. c. building relationships with customers. d. sharing information across the organization. e. balancing its customers' benefits and costs.

C. Building Relationships with Customers

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

C. Business-to-business markets.

How might a technology company like Apple ensure that it behaves in a socially responsible way toward its employees? a. By ensuring that its packaging materials are recyclable. b. By adhering to government-mandated safety standards in the workplace. c. By ensuring that pay practices are fair at all levels of the company. d. By paying at least minimum wage when the law requires it. e. Social responsibility isn't relevant where employees are concerned; they are paid for their work and that's enough.

C. By ensuring that pay practices are fair at all levels of the company.

The centerpiece of the marketing environment analysis framework is a. corporate partners. b. green marketing. c. consumers. d. culture. e. competitive intelligence.

C. Consumers

Charges that firms are using sweatshop labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process. a. marketing mix b. planning c. implementation d. control e. evolution

C. Implementation

Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant that will increase value to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or a. offset higher hotel rates with lower restaurant prices. b. reduce customer expectations through reduced service. c. improve products and services at the same cost. d. lower the quality and the price. e. increase prices to increase revenue.

C. Improve products and services at the same cost.

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

C. No single channel is better than another channel.

Many small businesses whose competitors are national franchises advertise "we are locally owned" or "we have been here since 1951." This is part of these firms' a. customer excellence strategy. b. business mission. c. positioning strategy. d. market segmentation strategy. e. target market.

C. Positioning strategy

A service is any intangible offering that involves a deed, performance, or effort that a. is high-priced. b. can be transformed into a physical product. c. offers benefits but not costs. d. is supported solely through advertising. e. cannot be physically possessed.

E. Cannot be physically possessed.

Where Caroline grew up, everyone knew everyone else, no one locked the doors on their house, and a person's word could be trusted. When she went to work in another part of the country, she was surprised by how few people had similar values and beliefs. Caroline had to adjust to __________ differences. a. reference group b. cognitive c. evoked d. situational e. cultural

E. Cultural

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

E. Exchange rates

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing. a. energize b. educate c. experience d. engage e. excite

E. Excite

Tweens are part of which generational cohort? a. Generation Z b. Generation W c. Baby Boomers d. Generation X e. Generation Y

E. Generation Y

__________ represents the systems and equipment resources that service providers need to be able to close the delivery gap. a. Customer interface architecture b. Service infrastructure c. Dynamic support d. Quality mechanics e. Instrumental support

E. Instrumental support

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children) a. are sensitive to brand repositioning. b. prefer yellow to other colors. c. have memorized the McDonald's menu. d. recognize increases in product line depth. e. know what the Golden Arches brand symbol means.

E. Know what the Golden Arches brand symbol means.

The shift of population from rural to urban areas in countries such as India helps global marketers by a. increasing the human development index. b. decreasing competition for intellectual capital. c. decreasing pollution. d. increasing nonmaterial GDP output. e. simplifying the supply chain needed to make goods and services available.

E. Simplifying the supply chain needed to make goods and services available.

Benefit-cost analysis in market research weighs a. the benefit of primary data research against the cost of secondary data research. b. the benefit of qualitative research against the cost of quantitative research. c. the benefit of a data warehouse against the cost of syndicated data. d. the benefit of internal secondary data against the cost of external secondary data. e. the benefits of answering questions against the cost of the research.

E. The benefits of answering questions against the cost of the research.

Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to a. appeal to a different market segment. b. lower advertising costs. c. lower product development costs. d. reinforce the Toyota brand image. e. exploit brand loyalty to Toyota.

A. Appeal to a different market segment.

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

A. Set of ethical values

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

A. Sharers

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using a. symbols. b. the value proposition. c. perceptual maps. d. the competition. e. salient attributes.

A. Symbols.

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

B. Committees.

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to a. advertising assessment. b. creation of the advertisement. c. determining why they should advertise. d. logistical support. e. new product development.

B. Creation of the advertisement.

A ________ is a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer. a. store brand b. exclusive co-brand c. national brand d. brand extension e. manufacturer's brand

B. Exclusive co-brand

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment is a. the same as the immediate environment. b. external. c. easier to understand. d. easier to control. e. internal.

B. External.

Which of the following is NOT one of the steps in the personal selling process? a. follow-up b. request for proposal c. preapproach d. generate and qualify leads e. closing the sale

B. Request for proposal

The first step in the process of creating a social media campaign is to a. identify the target audience. b. set goals. c. develop a budget. d. design the elements of the campaign. e. monitor the program.

B. Set goals.

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

C. Conversion rate.

The shared meanings, beliefs, morals, values, and customs of a group of people constitute their a. religion. b. generational cohorts. c. culture. d. demographics. e. social concerns.

C. Culture.

In a modified rebuy situation, __________ are likely to have an advantage in getting the order. a. gatekeepers b. resellers c. current vendors d. consumers e. buying centers

C. Current Vendors

Empowerment of employees helps to address the delivery gap because a. management then doesn't need to devote time and energy to resolving service delivery problems. b. customers appreciate feeling empowered. c. employees directly involved with the customer can respond effectively at the moment the problem occurs. d. employees spend less time resolving problems than managers would. e. it ultimately contributes to employee knowledge and retention.

C. Employees directly involved with the customer can respond effectively at the moment the problem occurs

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. Select one: a. pulsing b. penetrating c. flighting d. purposeful e. continuous

C. Flighting

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or are newly arrived. Frank also helps Kim to make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department buying center. a. influencer b. user c. gatekeeper d. initiator e. buyer

C. Gatekeeper

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as a. family brands. b. traditional brands. c. individual brands. d. registered brands. e. corporate brands.

C. Individual brands.

At the BMW plant in Spartanburg, South Carolina, suppliers deliver parts every four hours when the plant is in operation and are responsible for removing any packaging or pallets used to deliver their products. BMW uses a ______________ inventory control system. a. UPC b. cross-docking c. JIT d. lead time e. CPFR

C. JIT

Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to a. reduce the cost of postpurchase advertising. b. offset performance risk with financial risk. c. minimize negative word of mouth and rumors. d. get themselves into the universal set. e. extend decision rules to the customer complaint desk.

C. Minimize negative word of mouth and rumors.

In which buying situation is the buyer most likely to proceed through all six steps in the buying process? a. straight rebuy b. modified rebuy c. new buy d. generic buy e. adapted buy

C. New buy

A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a __________ tool. a. PDQ b. GATT c. IMF d. CRM e. SKU

D. CRM

Supply chain management is also referred to as a. delivery management. b. value proposition management. c. retail management. d. marketing channel management. e. production management.

D. Marketing Channel Management

The evolution of marketing progressed along the following continuum: a. sales, marketing, value-based marketing, production. b. marketing, value-based marketing, production, sales. c. sales, value-based marketing, marketing, production. d. production, sales, marketing, value-based marketing. e. value-based marketing, production, sales, marketing.

D. Production, Sales, Marketing, Value-based Marketing.

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

D. Profit.

A firm that places emphasis on developing and maintaining positive relationships with the media is focusing on a ________ strategy. a. direct marketing b. advertising c. mobile marketing d. public relations e. personal selling

D. Public relations

Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct a. syndicated marketing surveys. b. qualitative research. c. data warehousing. d. quantitative research. e. research design.

D. Quantitative research.

With access to the Internet nearly universal in the United States, many potential market segments have become more a. perceptive. b. identifiable. c. quantifiable. d. reachable. e. substantial.

D. Reachable.

Marketers advertising an artificially high regular price are unethically attempting to influence consumers'__________ perceptions. a. seasonal price b. cost-based price c. fixed price d. reference price e. leader price

D. Reference price

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using? a. demographic segmentation. b. loyalty segmentation. c. psychographic segmentation. d. geodemographic segmentation. e. benefit segmentation.

E. Benefit segmentation.

Sophie made pies and sold them from her food trailer at businesses. This is an example of a Select one: a. indirect marketing channel. b. simplified transaction. c. wholesale operation. d. distribution center. e. direct marketing channel.

E. Direct marketing channel.

Which of the following is the LEAST interactive IMC strategy? a. mobile marketing b. online marketing via social media c. personal selling d. direct marketing via telemarketing e. direct marketing via catalog

E. Direct marketing via catalog

The U.S. Federal Trade Commission created the Do Not Call Registry to curb problems with unwanted telephone solicitations. Which of the following was one of the results mentioned in the text? a. Companies have increased their emphasis on telemarketing approaches. b. Consumers received more telemarketing calls than ever. c. Honest telemarketers found it easier to reach customers. d. The Do Not Call Registry was disbanded due to its ineffectiveness. e. Dishonest telemarketers have still been able to get through.

E. Dishonest telemarketers have still been able to get through.

One of the potential benefits to a firm of introducing new-to-the-world products or services is a. late majority marketing. b. cost savings. c. capitalizing on existing consumer preferences. d. the ability to avoid paying pioneers for new product development. e. establishing a completely new market.

E. Establishing a completely new market.

The decision to delete a product is never taken lightly because, generally, manufacturers have a. used brand repositioning to improve results. b. promised consumers they will maintain the product. c. offered the product line to other firms for purchase. d. federal standards that must be met when taking products off the market. e. made substantial investments in product development and manufacturing.

E. Made substantial investments in product devlopment and manufacturing.

Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through a. expanded market presence. b. rapid delivery. c. repeat business. d. interactive offerings. e. personalized offerings.

E. Personalized Offerings

Another name for brand repositioning is a. change management. b. strategic brand alteration. c. brand scaling. d. perception tracking. e. rebranding.

E. Rebranding

Which country is projected to become Europe's largest online market in the next few years, with Internet users growing at a rate of 15 percent annually? a. Great Britain b. Spain c. Germany d. France e. Russia

E. Russia

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold. a. production-oriented b. market-oriented c. retailing-oriented d. value-based marketing e. sales-oriented

E. Sales-Oriented

One of the advantages of personal selling over other types of marketing communication is that a. personal selling almost always costs less than other marketing communication alternatives. b. cold calling is easier than direct mail advertising. c. personal selling has greater reach than advertising. d. personal selling requires less training than other types of selling. e. salespeople can build strong relationships with customers.

E. Salespeople can build strong relationships with customers.

An organization's culture reflects the __________ that guide(s) its employees' behavior. a. RFP process b. B2C dynamics c. derived set of influences d. buying center philosophy e. set of values, traditions, and customs

E. Set of values, traditions, and customs

Empowerment becomes more important when the service is a. individualized. b. repetitive. c. institutionalized. d. standardized. e. routine.

A. Individualized

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in a. behavioral analysis. b. structured sampling. c. syndicated surveying. d. data mining. e. focus group analysis.

D. Data mining.

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. a. precoding b. tracking c. encoding d. decoding e. transmitting

D. Decoding

Flora is frustrated with her company's supply chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices, and receive returned merchandise documentation. Flora needs a Select one: a. cross-docking exchange. b. floor-ready bundling system. c. vertical conflict reduction system. d. electronic data interchange system. e. radio frequency identification system.

D. Electronic data interchange system.

All of the following are service quality dimensions related to follow-up EXCEPT a. tangibles. b. reliability. c. responsiveness. d. ethics. e. empathy.

D. Ethics.

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

D. Evaluation of alternatives

During the __________ stage of the product life cycle, sales are low and profits are small or negative. Select one: a. introduction b. leveling c. maturity d. decline e. growth

A. Introduction

Many American consumers are purchasing hybrid automobiles even though they are more expensive than compact conventional autos. These consumers a. value contributing to a greener environment. b. are responding to global corporate pressure for social responsibility. c. are greenwashing. d. are economically irrational. e. would prefer an SUV.

A. Value contributing to a greener environment.

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods. a. structured b. qualitative c. syndicated marketing d. quantitative e. data warehousing

B. Qualitative

Which of the following best describes a company sales force? a. A company sales force is composed of people both inside and outside the organization. b. A company sales force is made up of teams making cold calls. c. A company sales force is composed of people who are employees of the selling company. d. A company sales force is an organization that supplies sales reps to other companies. e. A company sales force is a team set up to sell products to companies.

C. A company sales force is composed of people who are employees of the selling company.

Postpurchase cognitive dissonance is especially likely for products that are a. cheap, poorly made, and made of plastic. b. psychologically soothing, purchased impulsively, and part of a consumer's evoked set. c. expensive, infrequently purchased, and associated with high levels of risk. d. simple, easily copied, and new. e. personally valuable, antique, or foreign-made.

C. Expensive, infrequently purchased, and associated with high levels of risk.

__________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations. a. Category specialists b. Discount stores c. Extreme value retailers d. Off-price retailers e. Department stores

C. Extreme value retailers

Today, almost every sales rep can immediately check the company's inventory and production scheduling electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through a. saving customers time. b. greater control by customers over service delivery. c. greater ability to obtain information. d. increased zone of tolerance. e. access to a wide variety of services.

C. Greater ability to obtain information

With a pull marketing strategy, a. inventory management is less responsive to customer demand. b. it is more difficult to manage conditions of high uncertainty than in a push supply chain. c. orders for merchandise are generated at the store level based on sales data captured at POS terminals. d. merchandise is allocated to stores on the basis of demand forecasts. e. there is a greater likelihood of being overstocked or out of stock than in a push supply system.

C. Orders for merchandise are generated at the store level based on sales data captured at POS terminals.

Generally, people buy one product or service instead of another because they a. want to get the lowest price possible. b. prefer to avoid doing extended problem solving. c. perceive it to be the better value for them. d. are unaware of key determinant attributes. e. have conducted a thorough internal search for information.

C. Perceive it to be the better value for them.

The idea that a good product will sell itself is associated with the __________ era of marketing. a. retailing-oriented b. sales-oriented c. production-oriented d. market-oriented e. value-based marketing

C. Production-Oriented

Benefits of the traditional retail store as a channel includes the ability to a. quickly compare prices across multiple channels. b. efficiently collect information about how consumers shop for a particular product. c. provide personalized and meaningful product information. d. offer a greater selection of products. e. offer an expanded market presence for all consumers.

C. Provide personalized and meaningful product information.

Fordham3 Hardware is known for its consensus buying center culture. Recognizing this corporate culture, someone attempting to sell to Fordham3 Hardware should a. focus exclusively on the head of the buying center. b. address the concerns of all members of the buying center with particular attention to the decision maker. c. focus on providing information to and making the sales approach to the one decision maker. d. attempt to facilitate the collective agreement of all members of the buying center. e. attempt to get one friend on the committee to support his products.

D. Attempt to facilitate the collective agreement of all members of the buying center.

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task? a. FourSquare b. YouTube c. SCVNGR d. blog e. LinkedIn

D. Blog

Considering what you know about their target markets and merchandise, which of the following retailers is LEAST likely to have an online presence? a. off-price retailers b. department stores c. category specialists d. convenience stores e. full-line discount stores

D. Convenience stores

Retail store chains often use __________ data to identify other locations with similar characteristics and purchasing behavior where it might make sense to open additional stores. a. psychographic b. geographic c. benefit d. geodemographic e. loyalty

D. Geodemographic

Effective service recovery efforts can lead to all of the following EXCEPT a. increased customer satisfaction. b. lower levels of satisfaction than prior to the service failures. c. increased positive word of mouth. d. increased dependence on technology to prevent future service failures. e. increased purchase intentions.

D. Increased dependence on technology to prevent future service failures.

Which country's government has recently made significant changes that will modernize the retail environment, such as allowing joint ventures and direct ownership in some cases? a. China b. Russia c. Brazil d. India e. Mexico

D. India

At many universities, education faculty members were among the first to ask for personal computers. These faculty members were __________ in the buying center. a. buyers b. gatekeepers c. deciders d. initiators e. influencers

D. Intiatiors

When a product is successful in the introductory stage of the product life cycle, a. it moves directly into the maturity stage. b. competition becomes less important. c. it is most likely to begin to launch spinoffs. d. it may start to see profits toward the end of this stage. e. marketing costs increase significantly.

D. It may start to see profits toward the end of this stage.

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should engage in Select one: a. brainstorming and evaluation of alternatives. b. reidentification of issues. c. choosing a course of action. d. legal discourse. e. a vote, with the majority deciding the best course of action.

A. Brainstorming and evaluation of alternatives.

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

A. Clarify the specific goals that the advertising is designed to accomplish.

Brands are assets that can be legally protected through a. copyrights and trademarks. b. brand extensions. c. corporate branding strategies. d. financial reporting. e. generic branding.

A. Copyrights and trademarks.

The key to a successful emotional advertising appeal is to use the emotion to a. create a bond between the consumer and the brand. b. balance social marketing with product-focused advertising. c. get consumers to think about the benefits of the product. d. make consumers cry. e. deliver a logical message.

A. Create a bond between the consumer and the brand.

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. a. Demographic b. Geographic c. Psychographic d. Benefits e. Behavioral

A. Demographic

Introducing newly developed products or services to a market segment the company is not currently serving is called a. diversification. b. product development. c. market development. d. market penetration. e. product proliferation.

A. Diversification

Typically, manufacturers and retailers exchange business documents through a __________ system, the computer-to-computer exchange of business documents from a retailer to a vendor and back. a. electronic data interchange b. vertical conflict reduction c. floor-ready bundling d. radio frequency identification e. cross-docking exchange

A. Electronic data interchange

Production of the DeLorean car, made famous in the film Back to the Future, never got above 25,000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300,000 units to achieve the __________, a decrease in unit cost as product volume increases. a. experience curve effect b. price fixing return c. improvement value effect d. cumulative bundling benefit e. slotting allowance benefit

A. Experience curve effect

Higher-income consumers visiting __________ feel like they are on a treasure hunt, searching for a bargain. a. extreme value retailers b. category specialist stores c. big box retailers d. services retailers e. department stores

A. Extreme value retailers

When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the __________ stage of the product life cycle. a. growth b. decline c. maturity d. leveling e. introduction

A. Growth

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

A. Higher levels of imports than exports.

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is: a. Is top management committed to the study? b. Who will manage the research? c. Will observational research be considered intrusive? d. How will the questions be defined? e. How will the results be presented?

A. Is top management committed to the study?

During the early stages of globalization, in the 1950s and 1960s, _______________ were uniquely positioned in the global marketplace because they had the skills necessary to develop, promote, and market brand name consumer products. a. large U.S. firms b. Japanese electronics companies c. European service companies d. low-cost Chinese manufacturers e. Mideast oil producers

A. Large U.S. firms

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget. a. objective-and-task b. track and decode c. sender-receiver d. rule-of-thumb e. reach and frequency

A. Objective-and-task

Delta Airlines is among the companies experimenting with selling products and services on its Facebook pages. The idea is to make purchasing even easier for customers who may spend large portions of the day with Facebook active on their computers or mobile devices. There is no need even to navigate to Delta's website--users can book a trip in Delta's Ticket Agent application without ever leaving Facebook. Which element of the marketing mix does this represent? a. place and value delivery b. positioning and value promotion c. price and value capture d. promotion and value communication e. product and value creation

A. Place and value delivery

In one test before product launch, customers try a sample product and are then surveyed to understand whether they would buy/use the product again. This is known as a. premarket testing. b. alpha testing. c. market testing. d. concept testing. e. pre-launch testing.

A. Premarket testing.

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. a. receiver b. sender c. medium d. communication channel e. transmitter

A. Receiver

Which of the following is currently a negative factor for foreign investment in Russia? a. Russia is known for corruption, creating ethical dilemmas for firms. b. Russian consumer markets are saturated, offering few opportunities for goods from U.S. companies to sell well. c. The Russian population is poorly educated. d. Russian consumers have little interest in online shopping. e. Few Russians have access to the Internet due to heavy regulation.

A. Russia is known for corruption, creating ethical dilemmas for firms.

Which of the following was NOT a new-to-the-world product or service when it was introduced? a. the Mercedes mini sport utility vehicle, a smaller version of its larger SUVs b. flat screen TVs c. the MP3 player d. Wi-Fi e. Microsoft's Windows operating system

A. The Mercedes mini sport utility vehicle, a smaller version of its larger SUVs

One of the goals of value-based marketing is a. to offer greater value than competitors offer. b. to determine the value of the brand. c. to sell products for the highest possible price. d. to sell to all consumers, regardless of their needs. e. to provide the greatest value for the least profit.

A. To offer greater value than competitors offer.

Charles wants to survey recent customers about the quality of service they received at his small auto service dealership. He has customers' mailing and e-mail addresses. Charles will likely use an online survey primarily because it offers a. the ability to share video with respondents. b. fast responses at a lower cost. c. the opportunity to survey both existing and potential customers. d. relatively low response rates. e. the ability to ask sensitive questions with anonymity.

B. Fast responses at a lower cost.

One of the limitations associated with break-even analysis is that a. it assumes that demand is extremely inelastic. b. it assumes that there is only one price. c. it only tells marketers what price is needed to break even. d. it assumes fixed costs are zero. e. it cannot adjust for high variable costs.

B. It assumes that there is only one price.

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

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

Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use __________ to generate leads. a. customer complaints b. networking c. trade shows d. current customers e. the Internet

B. Networking

__________ can purchase merchandise at one-fifth to one-fourth of the original wholesale prices because they do not ask the suppliers for advertising allowances or markdown adjustments. a. Department stores b. Off-price retailers c. Drugstores d. Specialty stores e. Category specialists

B. Off-price retailers

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

B. On-the-job

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

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

If Melissa decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic marketing planning process should she introduce ethical considerations? Select one: a. Control b. Planning c. Implementation d. Experience e. Ethics

B. Planning

__________ factors, such as the purchase situation, often override or influence psychological and social issues influencing consumers' purchase decisions. a. Interpersonal b. Situational c. Extended habitual d. Economic e. Postpurchase dissonance

B. Situational

Ryan gave the manager of his convenience store a set of binoculars so she could see the gasoline prices charged by the other convenience store at that intersection. Ryan told the manager to always match the gasoline prices of the other store. Ryan is using a _____________________ pricing strategy. a. target return b. status quo c. maximizing profits d. sales e. target profit

B. Status quo

Some banks have begun offering special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth. But bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize a. that product excellence leads to loyal customers. b. the lifetime value of customers. c. the importance of making decisions based on short-term results. d. that as long as customers bring in some revenue, costs do not matter. e. that operational excellence is an important macro strategy.

B. The lifetime value of customers.

One of the most fundamental activities of retailers is to provide __________, satisfying the needs of their target market. a. corrective price controls b. the right mix of merchandise and services c. persuasive advertising d. wholesaling opportunities e. category killing profitability

B. The right mix of merchandise and services

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

B. They are experiencing significant levels of economic growth.

Services marketing managers have learned that more employees will support a quality-oriented process if a. the process involves both part-time and full-time employees. b. they are involved in setting the goals. c. perishable services are replaced with tangible services. d. customers are responsible for setting service quality standards. e. they are required to diverge from existing standards.

B. They are involved in setting the goals.

For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a ________ strategy. a. lifestyle segmentation b. undifferentiated targeting c. concentrated targeting d. benefit segmentation e. differentiated segmentation

B. Undifferentiated targeting

A demand curve is built assuming that a. a change in quantity demanded causes a change in price. b. income is derived from demand. c. the firm does not advertise. d. everything but price and demand remains the same. e. price remains the same, and fixed costs change.

D. Everything but price and demand remains the same.

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids. a. Convenience stores b. Category killers c. Factory outlets d. Extreme value retailers e. Specialty stores

D. Extreme Value Retailers

The __________ is the primary enforcement agency for mass media advertising. Select one: a. USPS b. FCC c. BATF d. FTC e. FDA

D. FTC

Which generation is also known as Millennials? a. Baby Boomer b. Gen X c. Gen Z d. Gen Y e. the Digital Natives

D. Gen Y

Gandolph's Tires sells the same tire globally, but it uses different advertisements based on the country and culture. This is an example of a. unethical marketing practices. b. ethnic sensitivity. c. promotional flex. d. glocalization. e. cultural shift.

D. Glocalization.

When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's a. geodemographics. b. demographics. c. PRIZM segment. d. lifestyle. e. loyalty.

D. Lifestyle.

The additional sales that can be attributed to an advertising campaign are known as a. ROI. b. the campaign increment. c. payload. d. lift. e. impact.

D. Lift.

Sales representatives add value for customers by doing all of the following EXCEPT a. educating them about the firm's products. b. saving them time. c. providing advice on solving business problems. d. reducing the firm's marketing costs. e. simplifying communication with the firm.

D. Reducing the firm's marketing costs.

In questionnaire design, a question such as, "When was the first time you went to a dentist?" suffers from the problem of a question that a. leads respondents to a particular response. b. respondents are reluctant to answer because the information is sensitive. c. asks two questions at once. d. respondents cannot easily or accurately answer. e. is complex and something respondents may be unfamiliar with.

D. Respondents cannot easily or accurately answer.

__________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents. a. Creative destruction b. Redistribution c. Reverse innovation d. Reverse engineering e. Selective dissection

D. Reverse engineering

The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions. a. interpersonal b. shopping c. economic d. situational e. psychological

D. Situational

Regardless of the objective of an advertising campaign, each campaign's objectives must be a. sincere and emotional. b. either informative or persuasive but not both. c. consistent with those of the available media. d. specific and measurable. e. designed for use in both a pull and a push strategy.

D. Specific and measurable.

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. a. experiments b. observation c. census data d. surveys e. voter registration data

D. Surveys

When a customer purchases a DVD at a Best Buy electronics store, all of the following information flows in the supply chain are started EXCEPT a. Best Buy's buyer aggregates sales at all stores and uses the information to send a reorder to the manufacturer. b. the sale is transmitted to Best Buy's distribution center to adjust inventory data. c. the sales associate scans the UPC recording the sale. d. the purchase is added to the customer's purchasing habit records. e. the point-of-sale terminal records the sale and sends it to Best Buy's buyer.

D. The purchase is added to the customer's purchasing habit records.

What is neuromarketing? a. The use of psychological principles to design marketing research studies. b. The analysis of consumer comments on social media to understand consumers' thoughts and opinions. c. The use of neural networks to perform data mining and develop marketing insights. d. The use of EEG scanners to measure consumers' brain waves. e. The use of in-depth interviews to map detailed networks of information storage in the brain.

D. The use of EEG scanners to measure consumers' brain waves.

Supercenters have become the fastest growing retail category by combining broad assortments of groceries and general merchandise products. __________ dominates this category with the vast majority of supercenters in the United States. a. Meijer b. Target c. Kmart d. Walmart e. Kroger

D. Walmart

Because PSAs are a special class of advertising, FCC rules require a. they use only the informative or reminder advertising appeals. b. consumers to listen to them. c. court approval before they are aired. d. all advertisers to contribute to them. e. broadcasters to devote a specific amount of free time to them.

E. Broadcasters to devote a specific amount of free time to them.

Pioneer or breakthrough products a. must be geographically centered. b. incorporate reverse engineering outputs. c. will likely result in late maturity buying. d. require the use of concept testing services. e. can change consumer preferences.

E. Can change consumer preferences.

Which of the following is NOT an advantage of using a distribution center? a. Retailers need to keep less merchandise in the store as inventory if the stores get frequent deliveries. b. It is easier to avoid running out of stock or having too much stock. c. More accurate sales forecasts are possible. d. Use of a distribution center saves money since the storage space at a distribution center is generally less expensive than that of a store. e. Customers know they are dealing with a more sophisticated and financially well-off operation if the firm uses a distribution center.

E. Customers know they are dealing with a more sophisticated and financially well-off operation if the firm uses a distribution center.

Taylor loves the lifestyle associated with being a salesperson, allowing her to take a day off during the week and making it up on the weekend. She most likely values the __________ associated with creating her own schedule. a. selling team approach b. role playing c. compensation d. structure e. flexibility

E. Flexibility

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is to a. estimate the damage. b. provide a fair solution. c. contact a supervisor. d. resolve the problem quickly. e. listen to the customer.

E. Listen to the customer.

Price is the _____________ a consumer is willing to make to acquire a specific product or service. a. overall sacrifice b. fixed cost c. amount of money d. variable cost e. target return

A. Overall sacrifice

Limited problem solving usually relies on a. past experience more than on external information. b. situational stimuli and attitudes. c. evaluation of the universal set. d. financial analysis of performance risk. e. external search for information.

A. Past experience more than on external information.

Marketing channel management is related to which of the four Ps? a. place b. price c. promotion d. production e. product

A. Place

Nordstrom's, an upscale department store, has a well-known reputation for going the extra mile to serve its customers. This reputation for excellent customer service has probably resulted in a. producer excellence. b. a sustainable competitive advantage. c. mission statement satisfaction. d. product design excellence. e. sustainable price decreases.

B. A sustainable competitive advantage.

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this a. recall mapping. b. aided recall. c. top-of-mind awareness. d. free association. e. selective recall.

B. Aided recall

Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people who only care about making a sale. When reading about the core aspects of marketing, Julia is relieved to see that in marketing a. decisions are made regarding how a product is designed. b. all parties to an exchange should be satisfied. c. promotion is the most important consideration, followed by pricing decisions. d. distribution is controlled by customers. e. customers are not considered until the product is ready for sale.

B. All parties to an exchange should be satisfied.

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

B. Be more socially responsible.

When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in a. corporate branding. b. brand extension. c. brand association. d. perceived value branding. e. brand licensing.

B. Brand extension.

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's a. hits. b. conversion rate. c. click paths. d. extended network. e. bounce rate.

B. Conversion rate.

Merchandise that arrives in the delivery truck ready to be sold is considered Select one: a. quick-response packaged. b. floor-ready. c. synthesized. d. ahead of the curve. e. lead time synchronized.

B. Floor-ready.

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

B. Price inelastic.

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

B. Promote the firm's corporate social responsibility efforts.

Marketers spend billions of dollars annually attempting to build effective brands. One basic benefit of a brand is that it a. reduces the need for product line depth. b. provides a way for a firm to differentiate its product offerings from competitors. c. offers consumers promotional parity. d. allows manufacturers to capitalize on promotional expenditures. e. creates a basis for effective packaging.

B. Provides a way for a firm to differentiate its product offerings from competitors

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on a. discount pricing for students taking more than twelve credit hours. b. providing classes at convenient times and offering online courses. c. the great variety of classes offered. d. the number of Nobel Prize winners on the faculty. e. the higher average salaries earned by college graduates.

B. Providing classes at convenient times and offering online courses.

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her ten-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of a. operational excellence. b. global excellence. c. customer excellence. d. product excellence. e. promotional excellence.

C. Customer excellence.

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

C. A 2 percent decrease in quantity demanded.

Which of the following is an example of greenwashing? a. The corner Laundromat only stocks phosphate-free detergent in its vending machines. b. A company markets a product made from recycled glass bottles. c. A company donates money to a school reading project so it can advertise itself as environmentally friendly. d. The Smiths installed energy-saving light bulbs in their rental apartment buildings. e. A company charges more for a hybrid car than for a similar gas model.

C. A company donates money to a school reading project so it can advertise itself as environmentally friendly.

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

C. Aided recall.

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? a. Snapette b. Snapchat c. SCVNGR d. Pose e. NOWNESS

C. SCVNGR

Stores like Home Depot and Costco act as wholesalers when they a. sell directly to consumers. b. take delivery in whole-lot quantities. c. sell to contractors or restaurant owners. d. sell products for distributors. e. compete with each other.

C. Sell to contractors or restaurant owners.

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a a. question mark. b. anchor. c. star. d. cash cow. e. dog.

C. Star

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

C. That have established a formal agreement to manage trade activities.

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

C. The budgeting method used

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

C. The central goverment

What is a microblog? a. A blog that targets a very small consumer group. b. A blog run by a small business. c. A blog that supports only links to other posts. d. A blog service that supports only short posts. e. A blog whose owner doesn't post very often.

D. A blog service that supports only short posts.

The RFP stage of the B2B buying process is NOT required for a. either a new buy or a modified rebuy. b. a new buy. c. an adapted buy. d. a straight rebuy. e. a modified rebuy.

D. A straight rebuy.

The activity, set of institutions, and process for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called a. marketing research. b. market segmentation. c. market positioning. d. marketing. e. market share analysis.

D. Marketing.

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

D. Media mix.

Kimberly has just learned that Caribou Coffee is looking for a new source of commercial-grade coffee makers, one of the products she sells. She knows Caribou has been in business for many years, but she has not been able to get any business from them. When developing her marketing strategy, Kimberly will probably assume that this represents a __________ situation for Caribou Coffee, and she will want to find out why Caribou is considering alternatives. a. generic buy b. straight rebuy c. new buy d. modified rebuy e. adapted buy

D. Modified rebuy

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

D. Personal; professional

Allen is in the marketing department of a mid-sized firm that develops and sells communications systems. He is proud of the Human Resources area in the company that provides the firm with excellent employees. Allen himself really enjoys his work, but he knows the work of HR helps create an operational advantage for the firm because of all of the following EXCEPT a. employees play a major role in the success of the firm. b. it is easier to communicate with and inspire the customer if the employees believe in what the firm is doing. c. building customer loyalty depends on a committed workforce. d. the company provides products with a high perceived value. e. customers appreciate the kind of service that knowledgeable employees provide.

D. The company provides products with a high perceived value.

When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in less populated areas of the country. Motorola probably used _____________ in major urban areas and ______________ in less populated areas of Mexico. a. manufacturer's reps; customer relationships b. independent agents; manufacturer's reps c. manufacturer's reps; a company sales force d. order takers; selling teams e. a company sales force; manufacturer's reps

E. A company sales force; manufacturer's reps

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, __________ should engage in brainstorming and evaluation of alternatives. a. the senior managers most involved b. elected officials c. any individuals with competing interests d. key customers e. all parties relevant to the decision

E. All parties relevant to the decision

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence. a. tangibles b. reliability c. empathy d. responsiveness e. assurance

E. Assurance

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? a. because Super Bowl ads generate brand loyalty b. There is no good reason to spend over $2 million for a Super Bowl ad c. because of the annual competition for the most creative Super Bowl ad d. because the Super Bowl is a significant opportunity to be associated with global marketing e. because the Super Bowl offers an opportunity to create significant brand awareness

E. Because the Super Bowl offers an opportunity to create significant brand awareness.

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

E. Household maintenance activities that people increasingly pay others to perform.

During which phase of the marketing planning process does a firm identify and evaluate different opportunities by engaging in segmentation, targeting, and positioning? a. strategy phase b. planning phase c. evaluation phase d. control phase e. implementation phase

E. Implemenation Phase

Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing. a. sales-oriented b. value-based marketing c. retailing-oriented d. market-oriented e. production-oriented

E. Production-Oriented