Question 1

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?

Accepted Answer

c. SCVNGR

Question 2

Despite its vivid design, the website for Lolly\'s Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

Accepted Answer

c. bounce rates

Question 3

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?

Accepted Answer

b. media sharing

Question 4

When measuring social media effectiveness, one important measure is the number of people in an individual\'s social networks. This is referred to as

Accepted Answer

e. social reach.

Question 5

One measure of traffic from visitors on sites, the total page requests, is measured in units called

Accepted Answer

c. hits.

Question 6

Integrated marketing communications represents the __________ P in the four Ps of a firm\'s marketing mix.  Select one:

Accepted Answer

c. promotion

Question 7

Compared to mass media advertising, a key advantage of direct marketing is that

Accepted Answer

e. it allows for personalization of the message.

Question 8

Integrated marketing communications include all of the following EXCEPT

Accepted Answer

b. supply chain management.

Question 9

The right communication channel to use in IMC is

Accepted Answer

Whichever will give you the desire result

Question 10

The difference between advertising and publicity is that advertising is

Accepted Answer

e. a paid form of marketing communication

Question 11

\"Now available. The latest fall fashions.\" is an example of a __________ advertising message.

Accepted Answer

d. informative

Question 12

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do

Accepted Answer

c. pretest

Question 13

Anne\'s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne\'s is using a __________ strategy.

Accepted Answer

a. push

Question 14

An advertisement featuring a cartoon Smokey the Bear saying \"only you can prevent wildfires\" is an example of a successful

Accepted Answer

e. public service announcement.

Question 15

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

Accepted Answer

e. listen to the customer.

Question 16

Randall arrived at the hotel to find that, although he had a guaranteed reservation, the hotel had no rooms available. He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates. Randall was upset because, in his opinion, the hotel\'s solution did not incorporate  a. intangible fairness.  b. distributive fairness.  c. procedural fairness.  d. empowerment fairness.  e. service fairness.

Accepted Answer

b. distributive fairness.

Question 17

The marketing of services differs from product marketing because services are all of these EXCEPT  a. inseparable.  b. intangible.  c. variable.  d. perishable.  e. renewable

Accepted Answer

e. renewable

Question 18

Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations.  a. seniority  b. standards  c. delivery  d. communication   e. knowledge

Accepted Answer

d. communication

Question 19

The Gaps model is designed to highlight those areas where  a. delivered service exceeds expected service.  b. service providers know more than their customers.  c. service providers provide the best possible service.  d. customers believe they are getting less or poorer service than they should.   e. manufacturers are cutting corners on product quality.

Accepted Answer

d. customers believe they are getting less or poorer service than they should.

Question 20

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

Accepted Answer

d. the price of alternative products and services.

Question 21

Tess is the marketing manager for a fast food restaurant chain. She uses a target return pricing strategy because her firm\'s primary objective is to  Select one:  a. increase sales.  b. build customer satisfaction.  c. broaden the product line.  d. decrease competition.  e. increase profits.

Accepted Answer

e. increase profits.

Question 22

Price advertisements should never  Select one:  a. use price skimming after using price penetration.  b. use advertising allowances to increase sales promotion.  c. deceive customers to the point of doing harm.  d. include puffery.  e. include the price.

Accepted Answer

c. deceive customers to the point of doing harm.

Question 23

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  Select one:  a. a 5 percent decrease in quantity demanded.  b. a 10 percent increase in quantity demanded.  c. a 10 percent decrease in quantity demanded.  d. a 2 percent decrease in quantity demanded.  e. a 2 percent increase in quantity demanded.

Accepted Answer

d. a 2 percent decrease in quantity demanded.

Question 24

In many high-end resort markets, Westin hotels compete directly with Crown Plaza hotels. Each firm weighs the comparative advantages and disadvantages of its offerings to determine whether to price above, equal to, or below the other hotel. In these markets, the hotels are using a _______________ pricing strategy.  Select one:  a. maximizing profits  b. competitive parity  c. sales oriented  d. target return  e. target profit

Accepted Answer

b. competitive parity

Question 25

Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the __________ component of Jerry\'s attitude.  Select one:  a. social  b. cognitive  c. physiological  d. functional  e. affective

Accepted Answer

b. cognitive

Question 26

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers\'__________ needs.  Select one:  a. safety and situational  b. psychological and physiological  c. postpurchase and prepurchase  d. functional and social  e. functional and psychological

Accepted Answer

e. functional and psychological

Question 27

__________ refer(s) to the process by which consumers select, organize, and interpret information.  Select one:  a. Perception  b. Consumption  c. Values  d. Attitude  e. Learning

Accepted Answer

a. Perception

Question 28

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

Accepted Answer

c. retain loyal customers

Question 29

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with  Select one:  a. purchase uncertainty.  b. criteria reevaluation.  c. consumer vulnerability.  d. buyer\'s remorse.  e. competitive leverage.

Accepted Answer

d. buyer\'s remorse

Question 30

Charlie is hoping to get a chance to bid on supplying key components to Ned\'s business. He is eager to move forward, but he must wait until  Select one:  a. Ned\'s buying center has an opening.  b. Ned completes vendor negotiations.  c. Ned develops a list of product specifications.  d. Ned completes the order specification process.  e. Ned agrees to move Charlie\'s firm from the evoked set to the retrieval set.

Accepted Answer

c. Ned develops a list of product specifications.

Question 31

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

Accepted Answer

a. initiator

Question 32

After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new building codes represented __________ that building materials companies used to develop new products.  Select one:  a. focal alternatives  b. initiator instructions  c. product specifications  d. determinant products  e. derived demand

Accepted Answer

c. product specifications

Question 33

Frieda has just received a major order from Northrop Corporation for her firm\'s hydraulic lift equipment. After reviewing the order information, Frieda will  Select one:  a. submit a competitive bid.  b. send an acknowledgement that the order has been received.  c. rewrite her firm\'s proposal.  d. evaluate performance.  e. proceed to vendor analysis.

Accepted Answer

b. send an acknowledgement that the order has been received

Question 34

As purchasing manager for Avalon Electronics, Carrie is required to submit a vendor performance analysis every three months. To meet this requirement, Carrie will probably  Select one:  a. develop an RFP for vendor analysis.  b. use a modified rebuy vendor form.  c. recruit new suppliers.  d. specify and weight performance factors and score the vendors.  e. interview vendors and seek their feedback.

Accepted Answer

d. specify and weight performance factors and score the vendors.

Question 35

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

Accepted Answer

d. promote the firm\'s corporate social responsibility efforts.

Question 36

Every year, General Mills issues a report discussing how the firm has performed against its own standards of ethical conduct. This report is part of General Mills\' __________ phase of its strategic marketing planning process.  Select one:  a. planning  b. implementation  c. marketing mix  d. evolution  e. control

Accepted Answer

e. control

Question 37

Being socially responsible is generally considered  Select one:  a. beyond the norms of corporate ethical behavior.  b. inappropriate for most firms in today\'s challenging markets.  c. a good thing to do only if a company is profitable.  d. a necessary part of every firm\'s strategy.  e. the responsibility of corporate-sponsored foundations that can effectively concentrate a firm\'s good deeds.

Accepted Answer

a. beyond the norms of corporate ethical behavior.

Question 38

When Johnson and Johnson removed all Tylenol from the shelves after some containers were tampered with, poisoning and killing seven people, the company  Select one:  a. was ordered to do so by the Food and Drug Administration.  b. was forced to do so following extensive consumer outcry.  c. felt that nothing could stop Tylenol from losing most of its customers.  d. developed plans to sell the returned Tylenol bottles in less developed countries.  e. sacrificed short-term profits for long-term credibility.

Accepted Answer

e. sacrificed short-term profits for long-term credibility.

Question 39

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

Accepted Answer

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

Question 40

Economic measures like GDP and GNI do not fully account for a country\'s economic health because they only measure  Select one:  a. international trade.  b. purchasing power parity.  c. material output.  d. poverty potential.  e. global expectations.

Accepted Answer

c. material output

Question 41

Changes in _________ have been a driving force for growth in global markets for decades.  Select one:  a. technology  b. infrastructure  c. demographics  d. population  e. ethical standards

Accepted Answer

a. technology

Question 42

Gerald is assessing global entry strategies for his gourmet sandwich business. He does not want to take a lot of risk and he is willing to limit his control of international stores. Gerald will likely use aNo __________ strategy.  Select one:  a. joint venture  b. direct investment  c. franchising  d. strategic alliance  e. exporting

Accepted Answer

c. franchising

Question 43

Which of the following is NOT one of the major trade agreements affecting global marketing?  Select one:  a. CAFTA  b. EU  c. GNI  d. ASEAN  e. NAFTA

Accepted Answer

c. GNI

Question 44

Domestic firms developing a global entry strategy might consider franchising; however, the disadvantages need to be considered. Which of these is NOT a disadvantage of franchising?  Select one:  a. The franchisor might end up becoming a competitor.  b. Franchising is the riskiest way to enter a foreign market.  c. The franchisor has limited ability to ensure that foreign operations follow all the concepts and ideas that made the firm successful domestically.  d. All of these are disadvantages a firm must consider.  e. Franchising limits profit potential, since profits will have to be split with the franchisee.

Accepted Answer

b. Franchising is the riskiest way to enter a foreign market.

BUS 360 Final Answers – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards