question

One facet of marketing is that it is:

answer

D. a philosophy that stresses customer satisfaction

question

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction

answer

C. Marketing

question

Every cup of Dannon Yogurt contains a letter under the lid seal. Customers who collect lids and spell certain words win a prize if they send the letters and the official order form back to Dannon. Within 90 days, these customers will receive the prize of their choice. An _____ will occur when the customer mails in his or her lid seals for a prize

answer

C. Exchange

question

A company that sets its goals and strategies based on what its current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) ____ orientation

answer

E. Production

question

If a company uses a sales orientation, customer complaints would most likely result in

answer

A. a modification of the sales presentation

question

A company that has a market orientation and adheres to the marketing concept does NOT

answer

D. fuel sales growth through the application of aggressive sales techniques

question

A company that wants to implement a market orientation would need to

answer

E. do all of the activities listed (do research on its customers, competitors, and markets; determine how to deliver superior customer value; establish and maintain mutually satisfying relationships with customers; implement actions that provide value to customers)

question

Target shoppers can enroll in the Take Charge of Education program so that Target will donate 1 percent of purchase made with a consumer's REDcard, a Target credit card. The more money customers spend, the larger the donation to the consumer's school of choice. By instituting the Take Charge of Education program to help local schools, Target has shown a _____ orientation

answer

A. societal marketing

question

______ is a strategy that focuses on keeping and improving relationships with current customers

answer

B. Relationship marketing

question

All of the following are basic marketing mix decisions EXCEPT

answer

A. sales

question

Strategic plans require

answer

A long-term resource commitments

question

The SBU acronym refers to

answer

B. strategic business unit

question

____ is a strategy that attempts to attract new customers to existing products

answer

B. Market development

question

____ is the strategy of increasing sales by introducing new products into new markets

answer

E. Diversification

question

Which of the following categories in the portfolio matrix is a market leader and growing fast?

answer

A. Star

question

Marketing plans should be written to do all of the following EXCEPT

answer

E. control the elements of the external market environment

question

The SWOT acronym refers to a firm's analysis of its

answer

C. strengths, weaknesses, opportunities, and threats

question

The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition is known as a(n)

answer

C. Competitive advantage

question

Arizona Tea is marketed by V & Sons. V & Sons took a basic drink and put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked bottles are now considered to be trendsetters in the new age beverage industry, and customers often buy the tea just for the bottle. The success of Arizona Tea is based on

answer

C. a product differentiation competitive advantage

question

The ___ is the unique blend of product, place, promotion, and pricing strategies designed to produce the mutually satisfying exchanges with a target market

answer

B. marketing mix

question

______ refers to the moral principles or values that generally govern the conduct of an individual or a group

answer

E. Ethics

question

Corporate social responsibility is defined as the

answer

D. business's concern for society's welfare

question

_____ is the idea that socially responsible companies will outperform their peers by focusing on the world's social problems and viewing them as opportunities to build profit and help the world a the same time.

answer

A. Sustainability

question

The fact that many people believe that businesses should focus on making a profit and leave social and environmental issues to nonprofit organizationsis

answer

E. one of the arguments against social responsibility

question

One potential drawback of cause-related marketing is that:

answer

D. using a cause simply to sell more of a product can hurt both the cause and the company

question

A(n) _____ is a defined group that managers feel is most likely to buy a firm's product

answer

A. target marget

question

When a company engages in _____, it is implementing strategies that attempt to shape the external environment within which it operates

answer

B. environmental management

question

In many African nations, people live on less than $5 per day. To grow here, P&G must persuade these people to purchase items they have lived without forever. As a result, P&G sells one-ounce packages of Ariel laundry soap for little as 10 cents in this market. P&G responded to _____ factors when it developed these small packages

answer

D. social

question

What do self-sufficiency, upward mobility, work ethic, and conformity have in common?

answer

D. These are three of the core values that influence lifestyles in the United States

question

The growth of dual-income families has resulted in:

answer

E. increased purchasing power

question

Which of the following is NOT a demographic characteristic of a population?

answer

C. Values

question

Which demographic category represents the lowest percentage of the U.S. population, but has the highest average family income?

answer

A. Asian Americans

question

A period of economic activity characterized by negative growth, which reduces demand for goods and services, is called a(n)

answer

C. recession

question

When many consumers think of adhesives, the think of 3M because it makes so many kinds of adhesives used in the home. However, the world's largest adhesive producer is Henkel Consumer Adhesives, maker of Loctite and Duck brand duct tape. 3M and Henkel are part of each other's _____ environment.

answer

A. competitive

question

Basketball is played nearly everywhere in the world and is an easily understood sport. The National Basketball Association (NBA) finals reached more than 600 million televisions in 195 countries. From this information, you should be able to infer that the NBA is:

answer

E. practicing global marketing

question

Global marketing standardization

answer

D. presumes markets throughout the world are becoming more alike

question

American firms should never try to do business in Europe in August because they will find that everyone has gone on vacation. Today, all European countries have laws requiring companies to provide employees with vacations of at least four to five weeks. This would be an important part of the European _____ environment that any multinational firm doing business there needs to be aware of

answer

A. cultural

question

A(n) _____ is a limit on the amount of a specific product that can enter a country

answer

A. quota

question

A multinational company that makes a labor-intensive product would be interested in the _____ makeup of countries. Factors such as median age, gender, and literacy rates would determine the success of its global expansion

answer

A. demographic

question

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

answer

D. Need recognition

question

Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs a Diet Coke to:

answer

A. satisfy a want

question

A product information source that originates with marketers promoting the product is referred to as a:

answer

D. marketing-controlled information source

question

All of the following influence the extent to which the individual conducts an external search for information EXCEPT

answer

D. social class

question

Arm & Hammer is a well-known and respected brand of baking soda. The company has put its brand name on several products, such as laundry detergent, toothpaste, kitty litter, and many more. These are examples of:

answer

E. brand extensions

question

The types of products people purchase using routine response behavior typically:

answer

A. frequently purchased, low-cost items

question

When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, he or she is practicing:

answer

A. extensive decision making

question

An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n)

answer

D. Value

question

A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n)

answer

A . reference group

question

Cultural values and norms are passed down to children through the process of

answer

D. Socialization

question

Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site or copying documents. Without this wheel, consumers might think that the computer had stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:

answer

D. cognition

question

____ is the marketing of goods and services to individuals and organizations for purposes other than personal consumption

answer

C. Business marketing

question

A keiretsu is a(n)

answer

A. type of strategic alliance commonly found in Japan

question

All of the following are demand characteristics of business markets EXCEPT

answer

D. stable demand

question

_____ is commonplace in business marketing and can sometimes occur over several months

answer

A. Negotiation

question

_____ are consumable, inexpensive, and often standardized items that do not become part of the final product

answer

B. Supplies

question

A routine purchasing situation in which the purchaser is not looking for new information or other suppliers is called a

answer

D. straight rebuy

question

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body, decorate it, and keep it for a lifetime. The primary market segment for the Belly Cast kit is

answer

B. expectant moms

question

A market is people or organizations that have

answer

C. Needs and wants and an ability and willingness to buy

question

A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT

answer

D. complexity

question

____ is the segmenting of markets based on the region of the country or the world, market size, market density, or climate

answer

B. Geographic segmentation

question

Modern Maturity magazine is targeted toward adults aged 50 years and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

answer

A. Demographic

question

Evenflo makes baby gates to keep toddlers away from stairs. What demographic segmentation variable will Evenflo use to identify its target market?

answer

D. Family life cycle

question

____ is the process of grouping customers into market segments according to the benefits sought from the product

answer

A. Benefit segmentation

question

Sure Fit, Inc. has begun a rebranding strategy to let customers know it no longer only produces slipcovers but now also carries a line of rugs, window treatments, and bedding. Its ____ is described as women with average annual household income of $60,000 or more

answer

D. target market

question

Increasing share of customers means

answer

A. selling more products to each customer

question

____ is the creating of a large computerized file of customers' and potential customers' profiles and purchase patterns

answer

C. Database marketing

question

Marketing research has three functional roles. These roles are

answer

C. descriptive, diagnostic, and predictive

question

The marketing research problem

answer

A. is information oriented

question

All of the following are examples of secondary data EXCEPT

answer

A. a first-time physical count of the number of cars passing through an intersection to determine the need for a traffic signal

question

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data

answer

A. primary

question

The most popular method for gathering primary data is ____, in which a researcher interacts with people to obtain facts, opinions, and attitudes

answer

B. survey research

question

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer?

answer

C. Computer-assisted self-interviewing

question

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics

answer

E. focus group

question

A retailer of sporting goods equipment is interested in learning peoples' attitudes, motivations, and feelings about its product lines. All of the following are potential sources for this information EXCEPT:

answer

A. observation studies

question

A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital more like a motel stay in terms of amenities. The cost of the new amenities will be reflected in higher rates. The university hospital used a random number table to select participants from the list of patients who are currently in the hospital. This is an example of a ____ sample.

answer

E. random

question

What is the last step in the marketing research process?

answer

D. Follow up

question

RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products

answer

C. Business

question

____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

answer

D. Specialty

question

Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's:

answer

C. product mix

question

Changing one or more of a product's characteristics is called

answer

A. product modification

question

A ____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

answer

E. brand

question

What is the best generator of repeat sales?

answer

D. Satisfied customers

question

Which of the following would be considered a new product?

answer

E. All of these choices (A new product line; A new-to-the-world product; An addition to an existing product line; An improvement or revision of an existing product)

question

_____ occurs when an existing product is targeted toward new market segments. It is another type of new-product development because the product is new to that segment.

answer

C. Repositioning

question

Which of the following stages of the new-product development process is the first filter, which serves to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason?

answer

E. Idea screening

question

______ evaluate new-product ideas usually before any prototype has been created.

answer

A. Concept tests

question

The final stage in the new-product development process is:

answer

C. Commercialization

question

The process by which the adoption of an innovation spreads is referred to as:

answer

A. diffusion

question

Which category of adopters adopt a new product because most of their friends have already adopted it?

answer

E. Late majority

question

All of the following are product characteristics influencing the rate of adoption EXCEPT:

answer

E. distribution

question

Xoom.com is a San Francisco-based online money transfer company that provides consumerr remittance services. With the Xoom bank deposit service, consumers can send money directly to bank accounts in several countries around the world. Xoom.com would be classified as a

answer

D. service

question

A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as ____ quality

answer

C. credence

question

It is difficult to achieve consistency and standardization of services because of which service characteristics?

answer

E. Heterogeneity

question

Which component of services quality represents the ability to provide prompt service?

answer

B. Responsiveness

question

Service personnel who exhibit caring, individualized attention to customers are addressing which service quality component?

answer

D. Empathy

question

Starbucks management has been trying to refocus on the things that originally made the company so successful. For example, Starbucks stores across the United States recently shut down for a short period of time for retraining, and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store. However, when questioned, consumers tend to focus on the need for pricing incentives such as a frequent purchasing program. According to the ____, there may be a difference between what customers want and what Starbucks management thinks customers want.

answer

A. gap model of service quality

question

If a customer expects to wait three hours for an auto repair but the repair is finished just one hour later, the customer's evaluation of service quality will be high. However, a two day wait would result in a lower evaluation. The two day wait would illustrate a gap between:

answer

B. the service customers receive and the service they want

question

Which type of service processing uses technology or brainpower directed at customer's assets?

answer

D. Information processing

question

A group of services that support or enhance the core service is called:

answer

D. supplementary services

question

After years of expansion, Starbucks recently closed 600 of its poorer performing stores. Many of the stores closed were near other Starbucks locations. In those areas, management felt that the company had too many outlets, which was boosting the company's cost unnecessarily. Decisions concerning the number of outlets are a part of the _____ strategy of service organizations.

answer

A. distribution

question

Which of the following is an example of postpurchase communication?

answer

D. A hotel sends an email survey to Henri a week after his stay, asking him to comment on the quality of the service he received.

question

One of the main responsibilities of sport marketers is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers. An effective tool for accomplishing this goal would be _____ marketing.

answer

B. relationship

question

Relationship marketing programs that are based on ____ bonds have the strongest potential for sustaining long-term relationships with customers

answer

C. financial, social, and structural

question

Which of the following is NOT an example of a program that companies design and institute in order to satisfy its employees?

answer

A. On-site day care

question

Many nonprofit organizations are pressured or required to serve the maximum number of people by targeting the average user, which pressures them to adopt which type of targeting strategy?

answer

B. Undifferentiated

question

All of the following are key characteristics distinguishing the pricing decisions of nonprofit organizations from those of the profit sector EXCEPT

answer

D. cost allocation

question

Kayak.com is a company that allows customers to efficiently search databases to find the best airline and hotel deals all over the Web. Kayak does not make booking but rather provides recommendations for the best travel plans. Travel providers pay Kayak a commission when customers click through to their sites. Kayak.com, travelers, the airlines, and the hotels are all part of a:

answer

D. marketing channel or channel of distribution

question

Lawn Boy manufactures 13 models of walk-behind lawn mowers and 6 types of riding mowers. even though lawn mowers is a product category that does not sell year-round, sales remain steady all year because Lawn Boy sells to wholesale distributors that stock the product. Its wholesale distributors are helping to overcome a(n) ______ discrepancy.

answer

E. temporal

question

Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:

answer

B. contact efficiency

question

Which of the following intermediaries sell mainly to consumers?

answer

A. Retailers

question

The three basic functions channel intermediaries perform are:

answer

A. transactional, logistical, and facilitating

question

Which of the following are examples of facilitating functions performed by wholesaling intermediaries?

answer

D. Researching and financing

question

A ____ channel is commonly used for low-cost consumer items that are frequently purchased, such as candy, cigarettes, and magazines.

answer

E. wholesaler

question

_____ is distribution aimed a maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the potential customer might want to buy them.

answer

C. Intensive distribution

question

Which of the following manufacturers most likely uses intensive distribution?

answer

A. Snickers candy bars

question

Polo brand apparel is only available in fine department stores or from Polo retail stores. Which distribution strategy has Polo adopted?

answer

D. Selective

question

This summer, college student Pat is planning on selling kites at PCB. He has found some suppliers and has pre-ordered all of the kites he thinks he can sell this summer. What type of distribution channel relationship does Pat have with his suppliers?

answer

A. Arm's-length

question

In 1935, Howard Johnson teamed up with Reginald Sprague to establish the first modern restaurant franchise. Their idea was to let independent operators use the same name, food, supplies, logo and even building design in exchange for a fee. In terms of the type of channel relationships established, this non-equity agreement would require a ______ relationship.

answer

D. cooperative

question

Channel conflict:

answer

C. is often caused by an inability of some channel members to keep up with the changing times

question

____ is the joint effort of all channel members to create a channel that serves customers and creates a competitive advantage.

answer

C. Channel partnering

question

The connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function is known as the:

answer

E. supply chain

question

_____ occurs when all the firms and business units participating in the supply chain appear as though they are reading from the same script.

answer

B. Supply chain integration

question

Through the use of automatic shipping notices, Ace Hardware is effective at removing unnecessary costs from its supply chain. According to a VP of inventory for the retailer, "Information gathering that used to take three or four phone calls now is available immediately." This is an example of the use of _____ integration.

answer

D. technology and planning

question

Of the eight critical business processes on which supply chain managers must focus, which process allows the companies to prioritize their marketing focus on different customer groups according to each group's long-term value to the company or the supply chain?

answer

A. Customer relationship management

question

All of the following are activities related to the manufacturing flow process EXCEPT:

answer

B. updating account status following shipment

question

Mattel, the world's biggest toymaker, ordered 18 million toys made in China to be recalled because of hazards such as the use of lead paint. Mattel's ____ process allowed it to handle the product recall efficiently.

answer

B. returns management

question

Which of the following is a member of a supply chain team that moves just-picked cotton to finished clothing and then to the consumer of that clothing?

answer

E. All of the choices (The warehouse in which the cotton was temporarily stored; The ad agency that develops the promotion for the clothing; The farmer who picks the cotton; The trucking company that hauls the cotton to the clothing manufacturer)

question

____ provides time utility to buyers and sellers and aids manufacturers in managing supply and demand.

answer

C. Storage

question

The growers of Vidalia onions have determined that their chief priority for choosing a transportation mode within the United States is transmit time. However, this must be tempered by practical cost considerations. In light of these considerations, Vidalia onion growers should use ____ to ship their onions.

answer

B. Motor carriers (trucks)

question

Papa John's pizza chain uses UPS trucks to carry supplies to its franchises. Papa John's does not own the trucks but has contracted with UPS to have all of the trucks it uses in its deliveries to Papa John's establishments painted with the Papa John's logo and company colors. Papa John's is using:

answer

C. outsourcing

question

When Rick purchased tickets to a concert on the Internet, it was an example of:

answer

C. electronic distribution

question

Pepsico and Waste Management have developed a plan to improve the reverse supply chain for individual beverage bottles not most commonly thrown in trash cans and not recycled. Together Pepsico and Waste Management have plans to deploy thousands of "Dream Machines" in both permanent and temporary locations that will take in recycled bottles and provide rewards to consumers who participate. These companies are practicing:

answer

A. green supply chain management

question

____ is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, business use or consumption.

answer

B. Retailing

question

Small neighborhood florists, shoe stores, and ethnic food markets are most likely to be.

answer

E. independent retailers

question

The number of different varieties of fishing lures carried by the Angler's Store refers to the store's:

answer

E. assortment depth

question

Each department in a department store is usually headed up by a ____ who selects the merchandise mix for the department and may also choose the promotional devices and personnel for that department.

answer

E. buyer

question

Which type of retail store specializes in a given type of merchandise?

answer

D. A specialty store

question

____ are large, departmentalized, self-service retailers that specialize in food and some nonfood items.

answer

A. Supermarkets

question

_____ are retailers that compete on the basis of low prices, high turnover, and high volume.

answer

B. Discount stores

question

Specialty stores such as Best Buy, Staples, Dick's Sporting Goods, and Bed, Bath, and Beyond are often called category killers because:

answer

A. they can destroy the profit potential for a category of merchandise for other retailers

question

A ____ is an off-price retailer that is owned and operated by a manufacturer and carries one line of merchandise-- its own.

answer

B. factory outlet

question

Which of the following statements about nonstore retailing is true?

answer

B. Nonstore retailing is currently growing faster than in-store retailing.

question

Maurice was watching TV one evening he saw a commercial for Eggies, a plastic gadget that cooks hardboiled eggs without a shell. According to the commercial, all you have to do is crack and pour in your eff into the plastic "Eggie," boil it right on your stovetop, then just twist it open for a perfect hardboiled egg. Maurice thought Eggies looked like a useful product, who when the 800-number popped up on his screen, he called right away and ordered a set. This is an example of ____ telemarketing.

answer

C. inbound

question

A(n) ____ is a continuing relationship in which an individual or business grants business rights to operate or sell a product to another individual or business.

answer

D. franchise

question

The party in a franchise relationship that is an individual or business granted the right to sell another party's product line is called the:

answer

B. franchisee

question

Chattanooga Bottling Company is licensed to bottle Coke products. The Chattanooga Bottling Company is an example of a:

answer

A. product and trade name franchisee

question

Why is the selection of a retail location so critical to a store's success?

answer

D. A location decision typically requires a large, semipermanent commitment of resources.

question

_____ are stores that consumers purposely plan to visit. They are often built as freestanding stores.

answer

A. Destination stores

question

Anchor stores:

answer

B. are often large department stores that are located at opposite ends of a mall to create a have pedestrian traffic flow.

question

The Halloween Super Store is only open from September until November, usually in an otherwise vacant store. This is an example of a:

answer

D. pop-up shop

question

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively.

answer

B. promotional selling

question

Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its:

answer

C. competitive advantage

question

The two major categories of communications are:

answer

D. mass and interpersonal

question

Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as ____ for transmitting the message.

answer

D. channels

question

For communications to be effective:

answer

C. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.

question

Informative promotion is generally used:

answer

C. during the early stages of the product life cycle

question

Social media include all of the following EXCEPT

answer

C. a pop-up ad on the ESPN Web site

question

Public information about a company, good, or service appearing in the mass media as a news item is called:

answer

D. publicity

question

To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotion method for US Airways t use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:

answer

B. personal selling

question

Why is the concept of integrated marketing communications (IMC) growing in popularity?

answer

E. All of these statements help to explain why IMC is growing in popularity.

question

_____ is any form of impersonal, sponsor-paid, one-way mass communication.

answer

B. Advertising

question

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help. These ads are examples of _____ advertising.

answer

B. institutional

question

Pioneering advertising, competitive advertising, and comparative advertising are all types of:

answer

B. product advertising

question

Which of the following statements about comparative advertising is true?

answer

D. Comparative advertising is highly regulated and is illegal in certain countries.

question

A feature of a product is called a(n):

answer

C. attribute

question

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere, UPS can help. The advertising is focusing on:

answer

E. a product benefit

question

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

answer

D. Admiration

question

An ad for the GE Advantium microwave shows people rushing from one place to another and has the headline, "If your life moves this fast, maybe your oven should too." According to the ad, even though there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. This is an example of the use of a _____ executional style.

answer

B. lifestyle

question

Which of the following statements about Internet advertising is true?

answer

C. It is the fastest growing of all the advertising media

question

The ability of an advertising medium to reach a precisely defined market is called:

answer

A. audience selectivity

question

Dell's back-to-school program allows students who buy a new laptop computer for college to get a free printer. The printer giveaway is a(n):

answer

E. sales promotion

question

Coupons, premiums, contests, free samples, and frequent buyer programs are examples of:

answer

E. consumer sales promotion

question

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

answer

A. Rebates are especially good at enticing purchases, but most consumers never bother to redeem them.

question

Co-branded credit cards are used in conjunction with:

answer

B. Loyalty marketing programs

question

Trade sales promotions support a ____ strategy

answer

A. push

question

You are responsible for sales promotion for Replenishmints, long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment. You need to introduce the mints to supermarket managers and owners, attract and identify new store contacts, and test market the response to Replenishmints. Which type of trade promotion will help you reach your objectives in the most cost-effective way?

answer

A. Trade shows

question

Relationship selling:

answer

D. emphasizes a win-win outcome

question

____ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations.

answer

B. Networking

question

As part of the needs assessment, the consultative salesperson must learn everything there is to know about:

answer

E. all of the choices (the product he or she is selling; the customers and their needs; the competition; the industry in which he or she is selling)

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___ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement.

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B. Negotiation

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Which of the following statements is NOT true about price?

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C. Price means the same thing to the consumer and the seller

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When Apple, Inc. originally introduced its iPhone, it was priced at what many believed to be about as high as the market would allow. Within weeks, Apple lowered the price of the iPhone. It appears that Apple entered the market wit a _____ approach to pricing the iPhone.

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B. profit maximization

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At a price of $1,192,057 the Bugatti Veyron may be the most expensive street-legal car on the market today. Obviously, Bugatti is NOT using a(n) ______ pricing objective in setting the price for this car.

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B. market share or sales maximization

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The _____ is the quantity of a product that will be sold in the market at various prices for a specified period, and _____ is the quantity of a product that will be offered to the market by suppliers at various prices for a specified period.

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B. demand; supply

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What happens when demand is elastic?

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A. As price goes up, revenue goes down.

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The two types of costs a marketer needs to consider when setting prices are:

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B. variable and fixed

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______ cost is the change in total costs associated with a one-unit change in output.

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D. Marginal

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Keystoning is:

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A. the practice of marking up prices by 100%

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Which of the following statements describes a limitation associated with break-even analysis?

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A. It is sometimes difficult to ascertain whether a cost is fixed or variable.

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Many consumers, especially when faced with an uncertain purchase decision, think that a high price:

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A. is a signal of quality

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Which of the following is a pricing policy whereby a firm charges a high introductory price, often coupled with heavy promotion?

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B. Price skimming

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Marketers must take care when using ______ since a lower price often signals to consumers that product quality is also low.

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C. penetration pricing

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A firm charging a price identical to or very close to the competition's price is using a ____ strategy.

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D. status quo pricing

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When a buyer pays a lower price for buying multiple units or above a specified dollar amount for a single order, the buyer is receiving a _____ discount.

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B. quantity

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A _____ is a price reduction that shifts the storage function forward to the purchaser and enables manufacturers to maintain a steady production year-round.

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E. seasonal discount

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The term FOB is an acronym for:

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A. free on board

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L.L. Bean charges all customers the same flat freight rate. It uses:

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E. uniform delivered pricing

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Trade-ins often go hand-in-hand with:

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C. flexible pricing

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Lea Kirkham is a physician. She charges each patient the same price for a physical examination, whether the procedure takes 10 minutes or a full hour. Which pricing policy is Dr. Kirkham following?

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A. Professional services

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____ is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups.

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D.Customer Relationship Management (CRM)

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As the second step in the CRM cycle a company must:

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D. understand the interactions the company has with current customers

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Best Buy's Performance Service Plan (PSP) guarantees products against damage and malfunctioning. All initial purchase contact information is kept in the the customer database, along with copies of the PSP. If a customer calls Best Buy with a problem, the representative will have access to all this information and can either help the customer or refer him or her to another representative. The availability of this customer information tends to:

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B. empower employees

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Communications between customers and organizations that occur in stores or at information kiosks are called:

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B. point-of-sale interactions

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A(n) _____ is a collection of data, especially one that can be accessed and manipulated by computer software.

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A. database

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A(n) ____ list generally includes names and addresses gleaned from directories or membership rosters.

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B. compiled

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_____ is the process of breaking large groups of customers into smaller, more homogeneous groups.

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A. Customer segmentation

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Data mining identifies the most profitable customers and prospects. Managers can then design tailored marketing strategies to best appeal to the identified segments. In CRM, this is commonly referred to as ____ customer information to facilitate enhanced relationships with customers.

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B. leveraging

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Every time Barry orders running shoes from Road Runner Sports, the Web site or the operator on the phone always tries to sell him something in addition to the shoes he ordered, such as socks or other apparel. This is an example of:

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B. cross-selling

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CRM concerns many Americans because:

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C. of the potential for invasion of privacy

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When Ford Motor Company launched an online effort to market its F-Series trucks, it created a database. One potential problem with the use of this database is:

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A. that customers may perceive it as an invasion of privacy

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