Find study materials for any course. Check these out:
Browse by school
Make your own
To login with Google, please enable popups
To login with Google, please enable popups
Don’t have an account?
To signup with Google, please enable popups
To signup with Google, please enable popups
Sign up withor
The study of people’s vital statistics, such as age, race and ethnicity, and location, is called
The Michigan State Legislature tried to pass a bill requiring concert promoters and venue operators to print parental warnings on tickets and advertisements for concerts and shows by performers whose recordings had content advisory labels. Promoters and venue operators prevented the passage of this bill, arguing that it would require them to make value judgments for which they were ill equipped. The promoters and operators engaged in:
Russell Athletic, which is part of Berkshire Hathaway, Inc., is a market leader in sports apparel, an industry that is growing rapidly. Russell Athletic is an example of a(n) _____ according to the portfolio matrix.
A company adhering to the marketing concept will likely take which of the rolling steps if it learned that it's customers were dissatisfied with its product?
Hire more salespeople
Increase its advertising to underserved markets
Decrease its organizational overhead
Increase the number of outlets in which the product is sold
Conduct research to determine if its customers’ needs have changed
Recession, inflation, and consumers’ incomes are the _____ factors of greatest concern to most marketers. a. political
True or False: Ethical behavior can be beneficial, but is not sustainable.
Which marketing management philosophy is often adopted by organizations that sell unsought products such as life insurance, retirement plans, and preplanned funeral services?
A popular technique for managing a large organization with different technologies and markets is to divide it into:
a. strategic business units
b. design matrices
c. tactical segments
d. different technologies e. strategic target markets
The fact that many people believe that businesses should focus on making a profit and leave social and environmental issues to nonprofit organizations is:
one of the reasons so many organizations have a sustainability plan
forcing organizations to choose between stakeholders and the environments in which the
creating a competitive disadvantage for larger corporations
one of the arguments against social responsibility
one of the arguments in support of social responsibility
Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the _____ for Colorific products consists of back-to-school shoppers.
True or False: You must strive to create a competitive advantage that is only sustainable in the short-term.
True or False: Managers cannot control elements in the external environment that continually mold and reshape the target market.
SWOT analysis is most effective at helping to identify your ______________________.
a. Opportunities for Expansion c. Target Market
b. Product, Price, Place, Promotion d. Competitive Advantage
It is possible to implement societal functions into any of the other 3 marketing philosophies.
An objective must be all of the following EXCEPT::
a. Time-Specific c. External b. Measureable d. Realistic
Which of the following represents the largest group of consumers in the United States?
Which of the following is a type of strategic alternative that tries to increase market share among existing customers
b. Vertical integration
c. Horizontal integration
A company that specializes in planning and organizing large family reunions has hired you to identify a target ethnic market. Which market would be ideal?
Orange growers in Florida have lost millions of dollars due to hurricanes. As a result, some growers have decided to bulldoze their orange groves and put in freshwater lakes for raising shrimp, a product that has a strong popularity and
is more weather resistant. Former orange growers who are now raising shrimp are pursuing a _____ strategy.
All of the following are categories used in the Boston Consulting Group’s portfolio matrix EXCEPT:
All of the following are factors influencing ethical decision making and judgments EXCEPT:
rate of prosecution
top management actions on ethics
probability of a harmful outcome
number of people to be affected
A business is concerned with many day-to-day activities. some of the most important of these actives are the planning and development of a product, its ability to communicate value, its pricing policy, and the distribution strategy. These activities are all a part of:
a control system
Kraft introduced Philadelphia Ready-To-Eat Cheesecake Filling for those who do not have time to make cheesecake
in the traditional manner. This is an example of a _____ strategy.
Kraft Foods created a magazine full of recipes and coupons for customers as well as a Web site with product and recipe information. The goal was to get current customers to purchase more of Kraft’s products. These activities are representative of a _____ strategy.
a. product penetration
Marketing facilitates ________________. a. Products
d. Idea Generation
Since gas prices have soared and consumers have cut back on their spending on new trucks and SUVs, Ford Motor Corporation is transforming several of its plants to create small cars. Ford has engaged in:
tactical resource realignment
Environmentally aware customers generally pay _________ for products.
More c. The Same
Less d. in BitCoins
The main product for Zamperla Industries is gondola cars for amusement park rides and ski lifts. Its marketing department constantly monitors trends in the external environment that might affect the firm. Which economic factor may pose a major threat to this company?
Few competitors in this industry
Technological improvements that are automating production of cars
Increasing interest in the environment and recycling
Existing legislation requiring licensing of all amusement park rides
Indonesian logging companies harvest the rain forests for timber and assume that a market exists for their products. The typical Indonesian logging company has a(n) _____ orientation.
c. exchange d. product e. sales
All of the following are levels fo the ethical pyramid EXCEPT: a. Ethical c. Economic b. Legal d. Moral
In the future, electrical power may come from quantum nucleonics, a form of nuclear power that produces no residual radiation. The ability to use this form of power will require equipment adaptations, but it will solve the world’s need for clean and efficient power. When quantum nucleonics is developed, it will be an example of how _____ factors can affect an organization.
c. technological d. competitive
Martina has begun a small garden in her backyard. She has also installed a water purification in her home, as well as a means to collect and store rainwater for future use in her garden. Martina’s actions best represent which “core American value”?
At www.mystarbucksidea.com, customers are encouraged to share their ideas and thoughts about how Starbucks can better serve its customers. Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee. So Starbucks instituted the My Starbucks Reward program with money-saving benefits to their Starbuck cardholders. Starbucks is an example of a company with a _____-oriented philosophy.
b. transaction c. market
Abetta, Royal King, Kincade, EquiRoyal, and Amadeus are all manufacturers and marketers of Western-style saddles for horses. Thus, the manufacturers are _____ factors in each other’s external environments.
legal and regulatory
At the most basic level, a firm must be profitable. What level of the pyramid of corporate social responsibility is this?
The goal of strategic planning is long-term profitability and _______________.
Exchange c. Growth
New Products d. Market Share
_____ is the concern of business for the long-range welfare of both the company and its relationships to the society within which it operates.
Corporate social responsibility
Marketing is both __________ and process. a. Ads
Kellogg’s is offering free DVDs to consumers who collect five official Collection certificates from the back panels of specially marked packages of Kellogg’s cereals and then mail them with the official order form. Within 90 days, these consumers will receive the movie of their choice. A(n) _____ will occur when a movie fan mails in his or her certificates for a movie.
c. reciprocity d. exchange e. sublimation
SAP, the world’s largest business software company, has pledged to put the “customer at the center” of their universe. SAP has captured the idea of:
the marketing concept
the sales orientation philosophy
the societal concept
the 80/20 rule
Maslow’s hierarchy of needs
in order to combat U.S. corporations use of illegal payments and bribes in inter national business dealings, congress enacted:
1. the Future Corporation Protection Act (FCPA)
Congress cannot pass laws regarding foreign business practices.
the Foreign Anti-Bribery Act (FABA)
the Foreign Corrupt Practices Act (FCPA)
the Corporations Against Foreign Corruptions Act (CAFCA)
Target shoppers can enroll in the Take Charge of Education® program so that Target will donate 1 percent of purchases 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.
Lance is a 30-year-old, single professional who enjoys hiking, college sports, and poetry. He lives with his girlfriend but does not have plans to get married in the near future. He leads a life much different from his father, who married right after high school, had children, and worked for the same company his entire career. More and more in the U.S. consumers like Lance are enjoying _____, piecing together a variety of interests, products, and services instead of conforming to traditional stereotypes.
conformity and cohesiveness
modular market mixes
simple multipurpose products
Many people in the United States choose to drink light beer because they value thin and fit bodies. In Europe, light beers have had little success because flavor is valued more highly. For international beer manufacturers, this difference illustrates how _____ influence(s) marketing.
The movement to develop and market products designed to minimize negative effects on the physical environment or to improve the environment is known as:
Like many other professional organizations and businesses, the American Marketing Association has developed a formal, written guideline to help its members make better ethical decisions. This document is called a:
code of ethics
direction of value
Which of the following statements does not describe ethics?
Ethics occur naturally, and cannot be taught.
Ethics is the standard of behavior by which conduct is judged.
Morals are a foundation for ethical behavior.
Ethics are the moral principles or values that generally govern the conduct of an individual.
Ethical values are situation specific and time oriented.
_____ factors are environmental factors that include our attitudes, values, and lifestyles.
c. Competitive d. Demographic e. Political
According to the book, the 4 marketing philosophies are production, sales, ________________, and societal.
a. External c. Market
b. Merchant d. Profitable
While looking at the DVDs at Target, Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD. Which step of the consumer decision-making process is this?
External information search
Internal information search
In the early 2000's, Levi Strauss invested millions of dollars to develop a website on which they could sell jeans directly to consumers. However, the effort was unsuccessful and the company switched course, announcing that jeans would be sold only through its retailer partners. This is an example of:
Corn refiners buy shelled corn and convert it into a variety of products, including high-fructose corn syrup. The refiners then sell the syrup to soda and food product companies for use in foods and beverages. The corn refiners represent the _____ sector of the business market.
d. government e. distributor
Consumers will be loyal to companies that have earned - and reinforced - their _________.
Loyalty c. Insecurities
Rewards d. Wallet
The total market value of all final goods and services produced in a country for a given time period is called:
the trade balance
gross operating surplus (GOS)
the exchange rate
gross national product (GNP)
gross domestic product (GDP)
Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior.
Which method of entering the global marketplace would be LEAST risky?
e. Joint ventures
Negotiations (such as GATT or the Uruguay Round) between countries that are made to stimulate global exchange and remove barriers are called _____ agreements.
A marketing manager would expect his or her product to be high-involvement product for most consumers if it;
is a necessity
has low social visibility
has not been purchased before
requires substantial financial investment
is a product adaptation of a market leader
Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing:
Otis Elevators has entered into a strategic alliance with a company in France from which it gets its elevator door systems. It has a similar agreement with a manufacturer in Japan that provides it with special motor drives. A manufacturer in Spain has worked closely with Otis to create small geared parts necessary for the manufacture of elevators. The component parts are assembled at its plant in the United States. Otis elevators can be found in buildings all over the world. Otis Elevators is an example of a(n):
When European demand for a certain solvent declined, Dow Chemical instructed its German plant to switch to manufacturing a chemical that had been imported from Louisiana and Texas. Dow Chemical would be best described as a(n):
The purpose of market segmentation is to:
group a large number of markets together, enabling a company to serve them
divide the market into equal size and profit regions for sales territories
reduce the market down to a size the firm can handle
enable the marketer to tailor marketing mixes to meet the needs of one or more specific
Consumers purchasing an automobile in Hong Kong must pay a 100 percent tax on it. This tax is imposed by the government on all automobiles entering the country and is called a(n):
_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentations.
Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication’s target market
is based on _____ variables.
family life cycle
Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _____ segmentation.
c. personality d. usage-rate e. motive
True or False: Loyal customers tend to be less profitable than price-sensitive customers with little brand loyalty.
How can marketers reduce consumers’ cognitive dissonance?
Offer sales promotions
Avoid contradictory information
Change the product
According to the idea presented in the “Tribes” presentation, people have more and more options combined with less and less time, which creates a ________________ gap, which makes it very valueable.
a. Discretionary Income c. Cognition b. Awareness d. Choice
Kaplan Construction needs a backhoe for a job, so Donna Kaplan decides to lease the equipment from Premier Leasing Services. In this case:
Premier is the lessee.
Kaplan is the lessor.
Kaplan is the licensor.
Kaplan is the licensee.
Premier is the lessor.
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:
implementing standard international marketing
supplementing its foreign vision
developing international selling schemes
practicing global marketing
implementing global marketing standardization
General Motors buys engines for use in its vehicles from BorgWarner, which in turn buys many of the vehicles it needs from GM. This is an example of:
Inland Eastex manufactures a heavy paper stock that is used for printing covers for many different types and sizes of consumer magazines. Consumer magazine sales determine how much paper Inland Eastex sells. This is an example of _____ demand.
c. inelastic d. derived e. elastic
Commitment + _________ = Success. a. Trust
c. Effort d. Money
Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he’s going to have to get another one. What stage of the consumer decision-making process does this represent?
Evaluation of alternatives
A group of middle school students stop by a bicycle store. The store has just received a new shipment of high-end
desires racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential market for the expensive bikes?
Yes, they are a market because this group shares relatively similar product needs and
Yes, they are a market because this product could satisfy their consumer wants and.
c. No, they do not have the ability to purchase at this time.
No, to qualify as a market, they must need the product
Deal$ stores sell a wide variety of low-priced merchandise: party supplies, cleaning products, toys, food, housewares, and health and beauty products for both men and women. Many items in the store are priced no higher than one dollar. Which type of demographic segmentation is Deal$ using?
Rod saw a television commercial for a Honda S2000 and wants to test-drive one. The commercial is an example of a(n) _____ stimulus.
The two types of stimulus are:
Internal and External
Primary and Secondary
c. Top-Tier and Second-Tier d. Instant and Laggard
David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco, Sam’s Club, Sears, and a local car repair shop. In his decision-making process, David is using:
nonmarketing-controlled information sources
secondary data sources
marketing-controlled information sources
internal search sources
demographic information sources
Consumers in Louisiana love hot sauce, and Tabasco and Crystal brands are particularly popular there. Consumers in Michigan do not like hot food, so they purchase very little hot sauce. A national chain of grocery stores would likely use _____ segmentation when stocking condiment merchandise.
b. geodemographic c. geographic
Before toll-free telephone numbers and the Internet were used as commercial tools, passengers usually purchased airline tickets from travel agents. Travel agents no longer receive a commission from the airlines for selling tickets to consumers. This is an example of:
b. reintermediation. c. disintermediation. d. transference.
The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are building mega-subdivisions, to hardware stores, and directly to new homeowners. What kind of products is Solar Group selling?
Both business and consumer goods
Business products only
Consumer goods only
Because segments are no longer connected groups of people, according to the “Tribes” presentation, we now operate in a _______________ economy, where it is the most valueable asset.
a. Macro c. Money
b. Connection d. Recession
Which of the following is the BEST example of an institution market?
Hillsdale United Methodist Church
The federal government
NASCAR racing fans are some of the most diverse and loyal fans in the world. They will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake the hand and get the autograph of a NASCAR driver. These fans are not concentrated in any one area but are dispersed throughout the United States. A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.
family life cycle
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:
collectors of unusual art
recently married couples
parents of toddlers
The Victorinox Swiss Army Knife is found all over the world. It is manufactured and marketed similarly to all consumers. Victorinox uses a(n):
synergistic approach to globalization.
global marketing standardization approach.
cultural marketing strategy.
traditional approach to marketing.
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:
c. brand extensions
A soft drink manufacturer thinking of investing in a bottling plant in the Czech Republic should know the nation is proud of the fact it is among the world’s biggest beer drinkers. Czechs consume an average of one-half liter of beer a day for every man, woman, and child in the country. The _____ environment of this country could very easily prevent the soft drink bottling company from succeeding.
b. technological c. demographic d. economic
__________ and _________ have two of the worlds’ highest growth rates and populations.
U.S. and China c. China and Brazil
U.S. and India d. China and India
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:
identifiability and measurability
Cognitive dissonance is also known as:
d. Buyers Remorse
The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a freeze-dried sardine, much less feed it to their babies, indicates how _____ influences the consumer decision-making process.
reference group membership
family life-cycle stage
A product is defined as a business product rather than a consumer good on the basis of it's;
Zambia is internationally recognized as the world’s second leading producer of cobalt, which is used to make high-speed and high-temperature cutting tools and dyes. A company that wanted to manufacture tools for shaping steel would be most attracted to which element of the Zambian environment?
d. Legal e. Culture
Tariq is throwing a party tonight and needs to order a couple of pizzas. There are many pizza joints in town, but Tariq has narrowed down his choices to Tony’s Pizzeria, Domino’s, and Montoni’s. These three restaurants represent Tariq’s:
Many people fear world trade because it:
causes some people to lose their jobs as production shifts abroad.
has brought entire nations out of poverty.
will cause living standards to increase at a slower rate.
will inevitably lead to inflation.
has increased per capita income for some countries.
IBM and Cisco work together to provide banks with the products and services they need to manage their multiple locations. In other words, the two companies have joined in a:
direct investment venture.
A(n) _____ is an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions.
marketing information system
artificial intelligence system
marketing decision support system
database marketing system
_____ is the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
Sampling procedure specification
Competitive data mining
Consumer behavior marketing
Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on:
a production audit
an internal marketing audit
Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This type of research is described as:
Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research.
a. historical b. descriptive c. predictive d. normative e. objective
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data.
A _____ is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms.
marketing research aggregator
secondary data provider
marketing research compiler
When a university began thinking about offering more online degrees, it used primary data to get potential students’ attitudes and intentions. What is the most likely reason for using primary data?
This information was already freely available to all interested parties.
The value of the research is unrelated to sample size.
The information can be collected quickly and at low cost.
The information will fit the university’s needs exactly since it will be collected specifically
for this study.
It will benchmark consumers’ interest in grading equipment.
When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting?
c. Cohesive d. Random e. Secondary
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.
passive people meter
primary data group
All of the following are examples of products EXCEPT:
carton of milk
pair of shoes
All of the above are products.
RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products.
d. convenience e. unsought
_____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.
Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that People Magazine had an interesting cover story about Scarlett Johansson. As Amy is a huge fan of Scarlett, she had to buy a copy. In this example, the People Magazine is an example of a(n) _____ product.
b. convenience c. business
Which of the following products is most likely to be considered an example of a heterogeneous shopping product?
A package of pens
Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product.
_____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising.
d. Unsought e. Shopping
Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company’s:
There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, Pro-Health Sensitive Shield Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest’s:
product line width.
c. product line depth.
product mix inconsistency.
A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother. It has not changed its prices. This is a(n) _____ modification.
c. dysfunctional d. repositioning e. quality
When P&G began marketing Tide Free & Gentle, which is dye- and perfume-free, this represented which new product category?
New product line
Addition to existing product line
Revision of existing products
Heinz is expected to introduce more than 400 new products in the next two years. One of the products is a spicier ketchup aimed at the baby boomer market. The spicier ketchup would be considered what type of new product?
New to market
New product line
Addition to existing product line
For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy.
Apple recently introduced a newly designed iPod nano with Multi-Touch capability, a built-in FM radio, and mix-making Genius. Since it was not trying to reach a new target market, Apple was using which new product strategy?
Improvement or revision of existing product
Addition to existing product line
New product line
A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise. Which of the following is a potential source of new-product ideas that would allow it to compete more effectively?
Current retailers who carry the manufacturer’s equipment
Its foreign competitors
The company’s employees
Customers who have requested its catalogs
All of these
_____ is a process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of the ideas.
New-product brain dumping
A focus group interview
At what stage of the new-product development process are most new-product ideas rejected?
A team-oriented approach to new product development is referred to as:
simultaneous product development
synergistic product development
commercialized product development
synchronized product development
parallel product development
The maker of Purell hand sanitizer tested consumers’ reactions to its Purell Sanitizing Wipes by getting consumers to look through a newspaper with grocery store ads, make out a grocery list, and then “shop” in a mock store filled with real products, including the new product. This is an example of a(n):
simulated (laboratory) market test
juried consumer test
The final stage in the new-product development process is:
“Girls Just Wanna Have Funds” is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings “one stiletto at a time.” Girls Just Wanna Have Funds is providing a _____ that is helpful to women who want to be financially savvy.
All of the following are unique characteristics that distinguish services from goods EXCEPT: a. intangible.
b. inseparable. c. searchable.
A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as being:
c. synergistic. d. perishable. e. intangible.
Auto repair, manicures, and landscaping are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of:
c. heterogeneity. d. perishability. e. variability.
One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes. Which unique characteristic of services does this illustrate?
Simultaneous production and consumption
Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site. Canyons’ “You’ll-Love-It-Or-It’s-Free-Guarantee” provides consumers which of the following service quality aspects?
b. Responsiveness c. Sympathy
d. Responsibility e. Reliability
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:
service quality specifications and the service that is actually provided.
the service customers receive and the service they want.
what the company provides and what the customer is told it provides.
what customers want and what management thinks customers want.
what management thinks customers want and the quality specifications management
develops to provide it.
Western Union is in the business of providing a medium for international money transfers. Through the services of Western Union, a Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. The wire transfer of funds is the _____ service the company provides.
b. benchmarked c. core
TruGreen offers lawn care, shrub care, carpet cleaning, and industrial lawn services. These different services combine to make TruGreen’s:
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.
a. distribution b. promotion c. production d. product
________________ is the most popular means to collect primary data. a. Commercials c. Interviews
b. Feedback forms d. Surveys
According to Chapter 9, in addition to gathering data on your customers, you can also gather data about your ___________________.
Partners c. Supply Chain / Marketing Channel
Competitors d. Potential Markets
According to Chapter 10 of the textbook, there are two basic types of products: ________________ and ________________.
a. Primary; secondary c. Supplementary; Core b. Business; Consumer d. Internal; External
A __________________ can be helpful for consumers who are apprehensive about buying your product. a. Warranty c. Coupon
b. Discount d. Sample
Two ways to generate new ideas are _________________ and ________________.
Idea Scheduling; Idea Screening c. Brainstorming; Idea Scheduling
Focus Groups; Idea Screening d. Brainstorming; Focus Groups
The 4 stages of the product lifecycle are maturity, decline, introduction and _________.
Inception c. Development
Growth d. Expansion
The main thing that separates services from goods is that services are _______________.
Awesome c. less expensive
Supportive of products d. intangible
One of the keys to success with service quality and assessment is ________________.
low cost c. service support systems
expectation management d. Customer Relationship Management
_____________________ is a strategy that uses technology to deliver customized services on a mass basis.
Inseparability c. Mass Customization
Deployment Management d. Service Customization
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:
channel of distribution.
physical distribution integration.
All of the following accurately describe supply chain management EXCEPT:
physical flow process.
provides enhanced customer and economic value.
plays the role of communicator of customer demand.
relies on a “push” strategy.
When the Boeing Co. announced it would delay the introduction of its new 787, the CEO blamed the problem on the company’s supply chain. Airplanes use thousands of individual parts, and in an attempt to relieve the smaller, individual supply chain quandary, Boeing used major suppliers to construct large pieces of the plane. Boeing would have benefited from more _____ integration.
By working closely with its suppliers and listening to its customers, Target has improved the service encounter to a level that was not thought possible in mass retailing. This is an example of which of the eight critical processes performed by supply managers?
Manufacturing flow management
Customer service management
Product development and commercialization
ProLog is a firm that specializes in warehousing and fulfilling orders for firms as diverse as those supplying parts for manufacturers of complicated missile defense systems to those manufacturing pet-care products. Firms contract ProLog to manage part or all of their order fulfillment process. ProLog is an example of a:
third-party logistics firm (3PL)
manufacturing flow process manager
The goal of inventory management is to:
minimize inventory levels while maintaining an adequate supply of goods to meet
maximize inventory levels to prevent any possibility of stockouts.
determine order timing and order quantity.
estimate proper usage rates.
integrate JIT to reduce risks of obsolescence, theft, and damage.
The goal of any effective materials-handling system is to:
reduce the time of the order-processing system
optimize the inventory control system
increase safety procedures
move items quickly with minimal handling
reduce the length of time a product is in the transportation subsystem
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:
a horizontal distribution channel.
a selective distribution channel.
a portable inventory control system.
When Rick purchased tickets to a concert on the Internet, it was an example of:
Pepisco 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:
sustainable supply chain management
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 bookings 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:
marketing mix intermediary
selective promotion channel
marketing channel or channel of distribution
transportation channel or channel of movement
Jones Soda is positioned as the anti-Coke. In the early years, few mainstream retailers sold Jones Soda. Fans had to get their Jones fix in surf shops, tattoo parlors, and bookstores, adding to the brand’s mystique. Jones Soda used its _____ to create a competitive advantage.
e. vertical integration
The major characteristic that is used to differentiate among types of intermediaries is whether they:
install exchange barriers such as location, time, and quantity
create specialization of labor
create economies of scale
take title to the products they sell
raise profit margins for independent middlemen
Serenity is a manufacturer of outdoor fountains that are popular in gardens. Even though fountains represent a product category that does not sell year-round due to inclement weather, Serenity’s sales remain steady all year because it sells to wholesale distributors that stock the product. Serenity sells to wholesale distributors that perform _____ functions for the manufacturer.
b. transactional c. facilitating d. logistical
The only way that Jim Keeler in New Mexico can get a box of Carolyn Popwell’s Festive Holiday Truffles from Washington is to order it through the mail. Popwell, who makes the candy by hand, uses a(n) _____ exclusively.
exclusive distribution system
vertical marketing system
Chewing gum and soft drinks are sold in grocery stores, service stations, convenience stores, drugstores, discount stores, and motel vending machines. This is a an example of a(n) _____ distribution strategy.
Target store is an example of a(n): merchant wholesaler
Jim’s Bike Shop sells bicycles for the serious racer to the casual cyclist. Jim’s also sells biking gear and clothing. Jim is the sole owner of the store, so in terms of ownership, his store would be classified as a(n):
_____ shows how much the retailer makes as a percentage of sales after the cost of goods sold is subtracted. a. Net income
Housing several departments under one roof, a _____ carries a wide variety of shopping and specialty goods, including apparel, cosmetics, housewares, electronics, and sometimes furniture.
Prices are usually higher in convenience stores than in supermarkets because convenience stores offer:
more specialty goods
a wider variety of products
a higher level of customer services
better location, longer hours, and faster service
The Cedar Store carries a full line of cedar swings, gliders, garden benches, and tables. All of its products can be purchased through its Web site. The site has done well since the Cedar Store’s products do not need to be touched or smelled before purchase. The Cedar Store is engaging in:
_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Statistically provable advertising
Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a:
a. promotional strategy.
b. set of promotion goals.
c. marketing mix.
d. communication mix. e. selling plan.
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.
mass communication mix
e. strategic goals
People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its:
one-to-one marketing advantage.
sales promotional theme.
USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication.
d. interpersonal e. public
For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep’s advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers’ interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the _____ of the message in this communication process.
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.
b. decoders c. encoders d. channels e. receivers
Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall’s billboard. In terms of the communication process, the police car acted as:
Because marketers do not control consumers’ comments on social media sites such as Twitter and Facebook:
there is a chance that comments and postings will be negative.
any comments consumers leave are virtually useless to marketers.
filtered feedback channel has been created.
most consumers do not trust the comments they read there.
any feedback marketers receive there will be impersonal.
What are the four basic tasks of promotion?
Informing, persuading, instituting and convincing
Persuading, convincing, remixing, and reminding
Informing, providing, convincing, and reminding
Informing, persuading, reminding, and connecting
Persuading, implementing, comparing, and reminding
When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising.
b. persuasive c. informative d. compulsive e. influential
For many years Jell-O gelatin has run advertisements that tell consumers there is “always room for Jell-O.” This is an example of _____ promotion.
c. informative d. prevalent e. reminder
_____ is any form of impersonal, sponsor-paid, one-way mass communication.
Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?
As a result of experiential marketing research
To create the appropriate level of institutional advertising
To determine which executional appeal is the most effective
To achieve a certain minimum level of exposure to measurably affect purchase habits
To prevent product cannibalization
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.
d. environmental e. comparative
DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is an example of _____ advertising
d. pioneering e. institutional
Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car. This is an example of _____ advertising.
An ad in which Dunkin’ Donuts tells consumers that more “hard-working” people prefer their coffee than the high-priced, “elitist” coffee sold at Starbucks is an example of _____ advertising.
c. comparative d. image
Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these _____ ads.
b. cooperative c. advocacy
d. comparative e. image
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n):
Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts. This advertising highlights:
a. product attributes.
b. the creation of brand loyalty.
c. how negative consumers’ attitudes are modified. d. product benefits.
e. loyalty rewards.
In advertising, the goal is to sell the _____, not the _____ of a product
. a. benefits; attributes
b. characteristics; appeals
c. values; traits
d. competitive edge; virtues
e. differential advantage; operties
Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?
Vanity and egotism
Allstate Insurance has mostly ditched its famous “in good hands” ads in favor of a character called “Mayhem,” who shows up in your life at random — and trashes it. What kind of advertising appeal were these ads using?
Vanity and egotism
You must integrate both ____________ and ______________ supply chains.
_________ is the management of materials through both internal and external processes.
Customer Relationship Management
Today, ______ you sell has become just as important as ______ you sell.
Purchasing goods through mobile devices is also known as ________________.
True or False: Personal selling is important if the product has a medium value, or is mass produced.
When compared to other forms of promotion, personal selling:
is more important as the number of potential customers increases.
is more effective in selling frequently purchased products.
can use a message customized to the immediate needs of the customers.
is best for selling simple, low-involvement products.
is less expensive.
Macy’s, Nordstrom, Saks Fifth Avenue, and Barneys New York offer free personal shopping, whereby consultants pull clothing they feel will fit the customer’s style and specified need. This free service:
a. encourages customers to develop a relationship with the store.
b. puts pressure on customers to buy more.
c. dissuades customers from shopping at the store.
d. is a good way to sell low-cost, low-involvement products. e. Streamlines customer interactions, making sales easier.
For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?
As a manufacturer of jams and jellies, Smucker’s sells a highly standardized product to consumers all over the United States. You would expect Smucker’s to rely on _____ to promote its product.
advertising and sales promotion
publicity and direct marketing
Boeing is one of the largest aircraft manufacturers in the world. The company sells aircrafts to airlines around the world, such as Delta, China Air, and AirFrance. You would expect Boeing to rely on _____ to promote its vessels.
advertising and sales promotion
product innovations and direct marketing
Which of the following is not true of traditional personal selling methods?
They often attempt to persuade the buyer to accept a point of view.
The objectives of the salesperson are frequently at the expense of the buyer.
They have disappeared in the wake of relationship selling.
They entail making a one-time sale and then moving on to the next prospect.
They sometimes create a win–lose outcome.
Using technology provided by Smart Button software, the WNBA’s Los Angeles Sparks have implemented a new system that gathers information about its best customers, season ticket holders, and rewards those customers in many ways, including free tickets to Sparks home games and cash prizes. This is an example of a(n) _____ system.
corporate relationship marketing (CRM)
total quality management (TQM)
customer relationship management (CRM)
call response marketing (CRM)
Best Buy instituted a system in all of its stores that customizes their product offerings for the five key customer segments it has identified: affluent professional males, young entertainment enthusiasts, upscale suburban moms, families who are practical technology adopters, and small businesses with fewer than 20 employees. This focus implies that Best Buy is:
_____ involves delegating authority to solve customers’ problems.
Apple, Inc. has stores, a Web site, and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system. All these possible areas of the company where consumers can communicate with the business are called:
information search periods.
Marla is a 55-year-old woman who wants to use a social network site to stay in touch with her son, who is away at college. She also hopes to make contact with some old high school friends. Which of the following is Marla most likely to use for this purpose?
More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in:
e. e-mail marketing
Content that a company purchases to be placed online is called:
One reason why negative customer comments and complaints are important to an organization is that they can:
quickly be hidden from competitors.
be used in future advertising campaigns.
help the organization identify “problem” customers, who are then typically removed from mailing lists.
bring to light unknown brand flaws.
generate sympathy for the organization when consumers realize that “no one is perfect”.
All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:
promoting products and services.
listening and learning.
building relationships and awareness.
creating static messages to reach mass audiences.
reaching out to unhappy customers and engaging them directly.
Crock of Love prepares and delivers from-scratch meals directly to their customers’ homes.
has its own Web site, Facebook page, and Twitter account, but the company’s owner, Nikki,
makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, Nikki is MOST LIKELY trying to:
control what is being said online about Crock of Love.
improve Crock of Love’s reputation.
measure customer satisfaction with Crock of Love.
improve customer service.
monitor Crock of Love’s competitors.c
Which of the following statements about the use of social media in marketing is TRUE?
All marketers understand that social media is mostly about return on investment (ROI).
Marketers have plenty of hard evidence as to the effectiveness of the measurements and
metrics that track social media.
Given the relative ease and efficiency with which organizations can use social media, a
positive return on investment is likely for many—if not most—organizations.
Fewer than 30 percent of marketers plan on increasing their investments in social media.
All of the above are true.
Without context, measurements are _____:
Not very costly.
hard to capture.
The most popular microblog is:
Twitter. YouTube. Facebook. Tumblr. Poink.
company would probably NOT want to use Twitter to:
provide a customer with complex, hard-to-understand instructions on how to use a product.
direct customers to its corporate blog.
promote a brand-new product.
share links to the official company Web site.
reply to customer queries.
Which of the following statements about online gaming is CORRECT?
Games such as Angry Birds and CityVille have proven unattractive to marketers because it
takes so long to play them.
Almost 90% of people play games within social networking sites or on mobile devices.
The typical online gamer is a 43-year-old woman with a full time job and college
Social gaming is one of the few areas of social media that is not growing.
The demographic of gamers who favor mobile devices tends to skew older than those who
play on traditional PCs.
Much of the growth in social media sites can be attributed to:
good old-fashioned word-of-mouth promotion.
new platforms like iPads and Smartphones.
the proliferation of new Web sites like Flickr and Reddit.
new technology uses for social media.
Price is best described as:
that which is given up in exchange to acquire a good or service
money exchanged for a good or service
the psychological results of purchasing
the cost in dollars for a good or service as set by the producer
the value of a barter good in an exchange
At Walmart, Randi saw a bag of daffodil flower bulbs and a box of plant fertilizer. The items, which were sold together, retailed at $28.50 but were marked down to $19.99. The $19.99 is the:
_____ pay for every activity of the company.
For convenience, pricing objectives can be divided into three categories. They are: a. refundable, competitive, and attainable
b. perceived, actual, and unique-situational
c. differentiated, niche, and undifferentiated
d. profit oriented, sales oriented, and status quo e. monopolistic, fixed, and variable
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 with a _____ approach to pricing the iPhone.
market share pricing
status quo pricing
Britney is fifteen years old and wants to open her own business selling cupcakes to local coffee shops and restaurants. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objective can be categorized as:
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.
inelastic or supply-oriented
market share or sales maximization
profit maximization or target return on investment
status quo or satisfactory profits
demand-oriented or supply-oriented
When the local Shell station raises or lowers its prices on its gasoline, the Marathon station across the street makes the same changes in its pricing. This is an example of _____ pricing.
Most demand curves slope:
upward and to the right
downward and to the left
downward and to the right
Bottles of Pure Hawaiian Air contain air that smells like the floral bouquet that greets tourists as they get off the plane in Hawaii. When a tourist shop began selling Pure Hawaiian Air, it charged $5 per bottle and could not keep up with the demand. It has since raised the price to $7. Now the shop is still selling all the bottles of Pure Hawaiian Air it carries, but the owner is not forced to reorder on a daily basis. The $7 price is probably a(n):
a. supply schedule.
b. symmetrical price. c. price equilibrium. d. inventory equalizer. e. inelastic price.
If price _____ and revenue _____, demand is elastic. a. goes up; goes down
b. goes down; goes down
c. goes down; goes up
d. down; stays the same e. goes up; stays the same
Allstate has more than 1,500 price levels determined by complex algorithms that analyze 16 credit report variables, including late payments and card balances. Allstate is using a _____ to set prices.
yield management system
service forecasting tools
service management system
capacity maintenance tool
Total variable costs divided by quantity of output equals:
average total cost
mean intermittent cost
average variable cost
The marketing manager of Icruise.com (a travel Web site targeted to consumers who want a luxury vacation) finds that the firm can gain market share and become the industry leader if it slashes prices by 50 percent during the month of December. However, the VP of finance is committed to reporting a 25 percent return on investment at all times. This conflict illustrates:
a need to eliminate low-profit products.
a lack of corporate concentration on the marketing concept.
how pricing operates in a mature marketplace.
the need for trade-offs in pricing objectives.
how target markets can be ignored.
Which of the following is a pricing policy whereby a firm charges a high introductory price, often coupled with heavy promotion?
JCPenney sends representatives to shop at similar retailers to make sure it is charging comparable prices for its products. JCPenney probably uses a _____ strategy.
a. leader pricing
b. preemptive pricing
c. status quo pricing d. flexible pricing
e. functional pricing
In 2008, United Airlines and American Airlines disclosed settlements in a class-action lawsuit over allegations of airfreight price fixing. This means the companies:
tried to charge fees for airfreight that were below costs.
charged customers different amounts for the same shipments.
agreed on the price they would charge customers for airfreight.
used uniform geographic pricing.
created an artificial demand for shipping.
The practice of charging a very low price for a product with the intent of driving competitors out of business or out of a market is called:
Toyota periodically offers customers _____, allowing purchasers to borrow money to pay for new cars without incurring an interest charge.
zero percent financing
leader pricing reductions
All of the following are tactics for fine-tuning the base price EXCEPT:
Last year, a single infield box ticket for an Atlanta Braves baseball game cost $40, but fans who bought a season pass for the same seat got a reduced price. This $40 price was a _____ price.
d. channel leader e. functional
A discount off the base price to customers who pay immediately, or within a specified time period, is called a: a. functional discount.
b. quantity discount.
c. base discount.
d. cash discoun
e. promotional allowance.
capacity correlation sySales Maximization is a _____________________ strategy. a. Good
Price allocates ______________ in a free-market economy.
All of the following are basic types of social media EXCEPT:
The first action a marketing team should take when initiating a social media campaign is _______________.
The more you develop your salespeople, the more they will ________________.
Sign up for free and study better.
Get started today!