Chapter 1: Marketing in Today's Business Milieu
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Q1) The Clean-O company makes a cleanser for the hospital and nursing home market that is guaranteed to kill 99 percent of Staphylococcus germs, a major concern for medical facilities. Unlike other companies, Clean-O is not interested in pursuing the consumer market. In this case, Clean-O has adopted a ________ orientation.
A) market
B) mass customization
C) differentiation
D) relationship
E) product
Answer: C
Q2) Millennials represent roughly ________ of the population, and ________ in annual buying power.
A) 10 percent; $100 billion
B) 25 percent; $200 billion
C) 35 percent; $1 trillion
D) 60 percent; $1 trillion
E) 75 percent; $1 trillion
Answer: B
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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Q1) The strategic objective of channel strategy known as "coverage" relates to how much the global market distribution systems cost.
A)True
B)False
Answer: FALSE
Q2) The first step in moving into global markets is to evaluate the market opportunities.
A)True
B)False
Answer: TRUE
Q3) What area in marketing presents the most ethical challenges?
A) product
B) price
C) distribution
D) marketing communications
E) promotion
Answer: E
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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Q1) In the BCG matrix, firms categorized as problem children are characterized by
A) high share and high growth
B) low share and low growth
C) high share and low growth
D) low share and high growth
E) moderate share and moderate growth
Answer: D
Q2) A ________ articulates an organization's reason for existence and defines the unique purpose that sets it apart from competitors and identifies the scope of the company's operations, products, and markets.
A) mission statement
B) functional-level plan
C) value chain
D) marketing strategy
E) value proposition
Answer: A
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Chapter 4: Market Research Essentials
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Q1) The marketing management team of Brand Z Toys is looking at the possibility of opening a new plant in one of several developing countries. Before they decide on which country they want to build in, they want to conduct some preliminary research including local population demographics and lifestyle characteristics. However, they have discovered that the governments in several of these countries do not have a department that collects these data and no independent research firm has measured any of these areas. This demonstrates which issue with secondary data in global markets?
A) extendibility
B) accessibility
C) dependability
D) compatibility
E) comparability
Q2) Salespeople's reports summarizing each sales call are a source of internal data.
A)True
B)False
Q3) Causal research is useful for identifying characteristics of a target market or determining how customers use a product.
A)True
B)False
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Chapter 5: CRM, Big Data, and Marketing Analytics
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Q1) It has been demonstrated for some products that exposure to television advertisements influences the number of brand-specific keyword searches conducted online by customers. In this instance, the conclusion drawn is based on attribution.
A)True
B)False
Q2) What is one of the four elements of the process cycle for customer relationship management?
A) customer interaction
B) customer loyalty
C) customer satisfaction
D) customer support
E) customer profitability
Q3) One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.
A) long-term strategic goals
B) short-term incremental profits and expenditures
C) long-term relationship marketing goals
D) short-term tactical perspective
E) short-term target marketing goals
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Chapter 6: Understand Consumer and Business Markets
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Q1) Maria identifies with a specific religious group, which is a smaller division of her culture. Maria's religious group is an example of a(n) ________.
A) institution
B) social group
C) support network
D) subculture
E) society
Q2) ________ is a ranking of individuals into harmonized groups based on demographic characteristics such as age, education, income, and occupation.
A) Classical conditioning
B) Social class
C) Reference group
D) Operant class
E) Household life cycle (HLC)
Q3) Research on brand personality identified five brand personality traits. These include honesty, enthusiasm, skill, hardiness, and sense of humor.
A)True
B)False
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Chapter 7: Segmentation, Target Marketing, and Positioning
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Q1) Approaches to geographic segmentation include all of these EXCEPT ________.
A) region
B) density of population
C) size of population
D) gender of population
E) climate
Q2) McDonald's fell victim to confused positioning in the 1990s after introducing too many new products which caused customers to lose track of what the core brand was.
A)True
B)False
Q3) The largest generation is the Silent Generation.
A)True
B)False
Q4) The final step in target marketing is to develop profiles of each segment under consideration for investment as a target market.
A)True
B)False
Q5) Describe the VALS framework.
Q6) What are perceptual maps? How are they used to reposition a product?
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Chapter 9: Build the Brand
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Q1) Explain the four basic strategic decisions that help define a brand and the advantages of using each.
Q2) All of these are package objectives EXCEPT ________.
A) to protect
B) to communicate
C) to promote usage
D) to provide a layer of security and verification
E) to entertain
Q3) With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.
A) validity
B) link
C) association
D) identity
E) awareness
Q4) In industries with strong market-leading brands, competitors design and build products targeted specifically at the market leader.
A)True
B)False
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Chapter 10: Service as the Core Offering
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Q1) Particularly in a teamwork environment, such as a restaurant, the advantage of a service blueprint is that it ________.
A) provides managers with a way to integrate service topics into the performance evaluation process
B) provides employees with a way to rate the performance of the other team members
C) shows employees how their individual roles fit into the entire system
D) focuses on the company organization as the foundation of work efforts
E) provides incentives to employees for their contributions
Q2) A service is described as being inseparable because ________.
A) it can be easily separated from its provider
B) it can be experienced by a customer before utilization
C) it cannot be seen, heard, tasted, or felt by a customer
D) it is produced and consumed at the same time
E) its quality is only as good as that of the provider himself or herself
Q3) Services possess several distinct characteristics that are different from those of physical goods, including intangibility, inseparability, variability, and perishability.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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Q1) Edvard works at a ski shop. He has just gotten a shipment of new snowboards and realizes that the company has priced its snowboards higher than the rest of the boards in his shop. Since Edvard took a marketing class in college, he knows that the company is most likely using ________.
A) product line pricing
B) captive pricing
C) price bundling
D) reference pricing
E) prestige pricing
Q2) Explain the tactic of product line pricing and provide three examples of this strategy in the marketplace today.
Q3) In product line pricing, the escalation of product prices up the product line does not depend on prices competitors are charging for similar products.
A)True
B)False
Q4) Define and discuss the pros and cons of three of the following pricing strategies: penetration pricing, price skimming, target return on investment (ROI) pricing, competitor-based pricing, and value pricing.
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Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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Q1) Unresolved channel conflict will never result in an uncooperative and inefficient channel; however, it may impact end-user consumers through inferior products, spotty inventory, and higher prices.
A)True
B)False
Q2) Describe three of the legal issues in supply chain management.
Q3) Introducing an intermediary into a channel may contribute to ________ that are necessary to complete an exchange.
A) creating assortments
B) reducing transactions
C) transportation and storage functions
D) facilitating functions
E) disintermediations
Q4) A wide variety of types of intermediaries exist, and they usually fall within two principal categories: merchant intermediaries and agent intermediaries.
A)True
B)False
Q5) Define disintermediation, and explain why it's common in the electronic channel.
Q6) Explain the important aspects of a value network.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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Q1) In the context of online advertising decisions, ________ are visually appealing, full-page ads that are delivered before the viewer is directed to the intended web page.
A) banner ads
B) interstitials
C) microsites
D) search ads
E) search engines
Q2) Describe social networks. How do they benefit marketers, and what are the drawbacks?
Q3) Yahoo allows users to create their own Yahoo experience defining the look and content of their Yahoo web page. Which element of the customer interface does this illustrate?
A) customization
B) context
C) content
D) communication
E) connections
Q4) What are paid media, owned media, and earned media? Give an example of each.
Q5) Describe the seven Cs that define the customer website interface.
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Chapter 14: Promotion Essentials: Legacy Approaches
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Q1) Feelings of accomplishment, personal growth, and self-worth are examples of ________ rewards.
A) intrinsic
B) transactional
C) objective
D) extrinsic
E) subjective
Q2) A commercial that shows Dodge Ram pickup trucks navigating through the back roads of America is an example of the ________ approach to advertising execution.
A) lifestyle
B) fantasy creation
C) musical
D) slice-of-life
E) humor
Q3) There are two major types of advertising: product advertising and service advertising.
A)True
B)False
Q4) What are the six stages of the personal selling process?
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