Question 1

If you are feeling chilly, marketers might say you have developed a(n) __________ to put on some warmer clothing.

Accepted Answer

need

Question 2

Marketing is the activity for creating, communicating, __________ offerings that benefit customers, the organization, its stakeholders, and society at large.

Accepted Answer

delivering and exchanging

Question 3

When a pharmaceutical company purchases a new fleet of Toyota Priuses for its sales staff, each of whom travels many miles daily on client visits, the company is considered a(n)

Accepted Answer

organizational buyer.

Question 4

The primary difference between a good and a service, both of which are products to the marketer, is that a good is __________ and a service is __________.

Accepted Answer

a physical object; intangible

Question 5

The process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace is referred to as

Accepted Answer

customer relationship management

Question 6

Southwest Airlines\' __________ is to be dedicated \"to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.\"

Accepted Answer

mission

Question 7

In BCG\'s business portfolio analysis, __________ generate more revenue than they can use, allowing an organization to cover its overhead and invest in other SBUs.

Accepted Answer

cash cows

Question 8

A visionary organization first examines its organizational foundation and its organizational direction to determine its organizational

Accepted Answer

strategies.

Question 9

The marketing program includes developing the marketing mix and

Accepted Answer

its budget.

Question 10

The market-product focus and goal setting part of the planning phase of the strategic marketing process includes which of the following?

Accepted Answer

positioning the product

Question 11

Which of the following most directly impacted the legal concept of caveat emptor in the United States?

Accepted Answer

the Consumer Bill of Rights

Question 12

The first major federal legislation passed to encourage competition in the United States was the

Accepted Answer

Sherman Antitrust Act.

Question 13

Distribution is important in __________, but because the products from various providers are nearly identical, other elements of the marketing mix have little impact.

Accepted Answer

pure competition

Question 14

Any activity that uses some form of electronic communication in inventory, exchange, advertisement, distribution, and payment of goods and services is referred to as

Accepted Answer

electronic commerce.

Question 15

Not only do businesses benefit from the protections of __________, consumers do as well; they allow consumers to correctly identify the products they want to purchase.

Accepted Answer

trademarks

Question 16

A consumer will use one of three general problem-solving variations, extended, limited, or routine, based on level of involvement and

Accepted Answer

product knowledge.

Question 17

Which of the following is a psychological influence on the consumer behavior decision process?

Accepted Answer

motivation

Question 18

Devin had just been laid off from her job and was watching TV at about 2:00 P.M. when she saw an advertisement for a local trade college. It sounded like just what she needed to get back on her feet, so she went right to the phone to contact the school. Devin\'s information search was shortened by a perfectly timed advertisement, which is a __________.

Accepted Answer

marketer-dominated source

Question 19

The study of consumer __________ helps marketers understand why people choose one brand over another and how they make these choices.

Accepted Answer

behavior

Question 20

Cognitive dissonance is most likely to occur in which stage of the purchase decision process?

Accepted Answer

postpurchase behavior

Question 21

The North American Industry Classification System (NAICS) permits a firm to

Accepted Answer

find the NAICS codes of its present customers and then obtain NAICS-coded lists for similar firms.

Question 22

The North American Industry Classification System (NAICS) designates industries with a numerical code in a defined structure. A six-digit coding system is used. The fourth digit designates a(n)

Accepted Answer

industry group.

Question 23

Researchers who have studied organizational buying identify three types of buying situations, called __________, which include new buy, modified rebuy, and straight rebuy.

Accepted Answer

buy classes

Question 24

1-800 Contacts is a company based in Draper, Utah that sells contact lenses manufactured by other well-known companies, including Johnson & Johnson Vision Care, Ciba Vision, Bausch & Lomb and CooperVision. It would most likely be classified as a(n) __________.

Accepted Answer

reseller

Question 25

You are a researcher for a major marketing research consulting firm. A client needs an NAICS code to get the most detail about industry competitors that operate in Canada, Mexico, and the U.S., but there are very few competitor firms in Mexico. Which of the following levels of classification would provide the greatest detail about the firms within this industry?

Accepted Answer

Code 51721

Question 26

Social responsibility refers to

Accepted Answer

the belief that organizations are accountable to a larger society for their actions.

Question 27

The goal of marketing is to both __________ the needs of prospective customers.

Accepted Answer

discover and satisfy

Question 28

The 4 Ps of the marketing mix include product, price, place, and

Accepted Answer

promotion

Question 29

Sound and Cinema is a company that will turn an ordinary basement into a home theater. It advertises in publications that are mailed to homeowners in subdivisions where the least expensive home costs $550,000. These homeowners are the __________ for Sound and Cinema.

Accepted Answer

target market

Question 30

For profit organizations pursue several different types of goals such as profit, sales, market share, quality, customer satisfaction, employee welfare, and social responsibility. Which of these statements is most accurate?

Accepted Answer

If profits are acceptable, a company may elect to maintain or increase its sales even though profits may not be maximized.

Question 31

__________ often triggers a business model change, as it has for American newspapers and book retailers.

Accepted Answer

Technology innovation

Question 32

Comparing the results of the marketing program with the goals in the written plans to identify and act on deviations occurs during the

Accepted Answer

evaluation phase

Question 33

An important __________ for Medtronic\'s Champion pacemaker is its long, nine-year life, which cannot be matched by competitors.

Accepted Answer

point of difference

Question 34

__________ often assist companies and the employees with ethical issues by formally addressing contributions to government officials and political parties, customer and supplier relations, conflicts of interest, and accurate recordkeeping.

Accepted Answer

Codes of ethics

Question 35

Current cultural values commonly held in the United States are

Accepted Answer

personal control, continuous change, and competition

Question 36

From 2007 to 2010, a Chinese national who was employed by Dow Chemical as a research scientist delivered stolen trade secrets pertaining to organic fertilizers to individuals in Germany and China for the purpose of developing competing products. The employee was subject to confidentiality, as detailed in an agreement that he had signed addressing his obligations for handling confidential information and trade secrets. This is an example of

Accepted Answer

economic espionage

Question 37

Satisfaction or dissatisfaction affects consumer communications; while the satisfied buyer typically tells about three other people about her experience, the dissatisfied buyer

Accepted Answer

is likely to complain to about nine people.

Question 38

Last autumn, Will was raking leaves. After making several large piles, he went into the garage and discovered that he had no more large garbage bags. He couldn\'t finish the job without them. Will has just begun the

Accepted Answer

purchase decision process.

Question 39

A television ad for Volkswagen features several nervous teens examining the damage immediately following a car accident, and the message, \"Your parents can only kill you if you\'re OK.\" Marketers at Volkswagen are attempting to appeal to consumers\' __________ needs.

Accepted Answer

safety

Question 40

For which of the following items would extended problem solving mostly likely be used?

Accepted Answer

a silicon injection

Question 41

When JCPenney buys paper, it considers suppliers\' forest management and other sustainability practices. For JCPenney, these are important

Accepted Answer

organizational buying criteria.

Question 42

Derived demand refers to

Accepted Answer

the demand for industrial products and services that is driven by the demand for consumer products and services.

Question 43

The concept of __________ links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.

Accepted Answer

relationship marketing

Question 44

The uncontrollable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces are referred to as

Accepted Answer

environmental forces.

Question 45

Beer sales have been flat recently, so Budweiser has been interested in entering the premixed cocktail segment by providing a product that would appeal to those who don\'t enjoy traditional beer. It recently launched Bud Light Lime-A-Rita, a margarita-flavored beer-based cocktail, sold in cans and bottles and best served over ice. This is an example of

Accepted Answer

diversification

Question 46

The last phase of the strategic marketing process is known as

Accepted Answer

evaluation

Question 47

The practice of __________ occurs when an organization conducts business in a way that protects the natural environment while making economic progress.

Accepted Answer

sustainable development

Question 48

Which of the following is an example of green marketing?

Accepted Answer

Xerox designed equipment that can be refurbished or recycled.

Question 49

When you begin your first full-time job, you have a monthly income of $3,500. Your federal and state taxes are $1,000. You pay $600 in rent, have a $300 car payment, and spend $300 on food and $200 on clothes. The remaining $1,100 would be considered your

Accepted Answer

discretionary income.

Question 50

Kia Motor\'s 10-year, 100,000-mile warranty is most effective at

Accepted Answer

decreasing perceived risk.

Question 51

The market leader for a(n) __________ product must make special efforts to avoid stock-out situations so that buyers don\'t substitute a competing brand.

Accepted Answer

low-involvement

Question 52

The prevalence of working parents and single-parent households has resulted in

Accepted Answer

preteens and teenagers increasingly being the information gatherers, influencers, decision makers, and purchasers of family products.

Question 53

Merrill Lynch and Thompson Financial had a three-year, $1 billion project that put workstations on the desks of 25,000 of Merrill Lynch\'s brokers. These machines put the world of investing information at brokers\' fingertips. Thompson, the supplier, was obligated to not only deliver technology and services on time and on budget, but also constantly improve customer-satisfaction levels among Merrill\'s brokers and customers. This is an example of

Accepted Answer

a buyer-seller relationship.

Question 54

Netflix can deliver movies to its customers via streaming video over the Internet or via mail. These two methods would constitute which element of the marketing mix for Netflix?

Accepted Answer

place

Question 55

Writing ads and setting prices are examples of which of the following?

Accepted Answer

Marketing Tactics

Question 56

Oprah.com recently launched Oprah\'s book club 2.0, hoping to get back to the amazing success of her previous book club. While the ideas for the plan may have been sound, new users complain that the feel of the experience online is certainly not Web 2.0, which requires a highly dynamic environment, often involving crowd-sourcing, or user-generated content. Instead, Oprah remains the central, controlling figure of the club. Most likely, a problem occurred during

Accepted Answer

The implementation phase

Question 57

Members of Generation Y are most likely to influence the marketing mix decisions regarding which of these products?

Accepted Answer

Tablet devices

Question 58

Which of the following can be broken into three categories: profit, societal, and stakeholder responsibility?

Accepted Answer

Social responsibility

Question 59

Selective __________ is defined as paying attention to messages that are consistent with one\'s attitudes and beliefs and ignoring messages that are inconsistent

Accepted Answer

Selective exposure

Question 60

Federal, state, and local agencies that buy products and services for the constituents they serve are referred to as

Accepted Answer

Government units

Question 61

Marketing expertise is gained

Accepted Answer

By even the average person, who has a great deal of shopping experience

Question 62

Which of the following is the most important reason that tobacco companies should not consider preteens to be in the market for their products?

Accepted Answer

Preteens do not have the ability to buy because of legal restrictions

Question 63

The __________ phase of the strategic marketing process usually results in a __________ that sets the direction for the marketing activities of an organization.

Accepted Answer

Planning; Marketing plan

Question 64

A General Electric employee was fired after he reported allegations of Foreign Corrupt Practices Act violations in Iraq to his supervisor and GE Energy\'s ombudsperson. This can be the unfortunate outcome when one becomes a

Accepted Answer

whistle-blower

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