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Chapter 1

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Part 1 of 1 - 20.0/ 20.0 Points

Question 1 of 20
1.0/ 1.0 Points
As economies advance, a growing proportion of their activities focuses on the production of
________.

A. products


B. services


C. luxury goods


D. events


E. experiences


Question 2 of 20
1.0/ 1.0 Points
When Jimmy buys his own house, he would like to have a home theater system and a
jacuzzi. He plans to save enough money in the next three years so that he can fulfill his wish.
Jimmys desire for the home theater and the jacuzzi is an example of a(n) ________.

A. latent demand


B. need


C. unstated need


D. demand


E. want


Question 3 of 20
1.0/ 1.0 Points
Dallas owns a chain of fast-food joints. As the chain became more and more successful, she
decided to contribute a share of her profits each year to support irony deficiency research.
This is an example of ________.

A. environmental marketing


B. cause-related marketing


C. benefit marketing


D. responsible marketing


E. corporate community involvement


Question 4 of 20
1.0/ 1.0 Points
A social definition of marketing says ________.

A. effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers


B. a company should focus exclusively on achieving high production efficiency, low costs,
and mass distribution to facilitate the broadest possible access to the company's products


C. marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth


D. marketing is the process of aggressive selling and promotion to encourage the purchase
of products that might otherwise be unsought by the consumer


E. marketing is the process by which individuals and groups obtain what they need and
want through creating, offering, and freely exchanging products and services of value with
others


Question 5 of 20
1.0/ 1.0 Points
The identification and profiling of distinct groups of buyers who might prefer or require
varying product and service mixes is known as ________.

A. customization


B. segmentation


C. cross-selling


D. integration


E. disintermediation


Question 6 of 20
1.0/ 1.0 Points
A(n) ________ need is a need that the consumer explicitly verbalizes.

A. delight


B. affirmative


C. stated


D. unsought


E. secret


Question 7 of 20
1.0/ 1.0 Points
McCarthy classified marketing activities into the four Ps of the marketing mix. These four
Ps stand for ________.

A. place, promotion, production, and positioning


B. product, price, promotion, and place


C. product, production, price, and place


D. promotion, place, positioning, and price


E. product, positioning, place, and price


Question 8 of 20
1.0/ 1.0 Points
Identify the correct statement about marketing management.


A. It is primarily concerned with the systematic gathering, recording, and analysis of data
about issues related to marketing products and services.

B. It occurs when at least one party to a potential exchange thinks about the means of
achieving desired responses from other parties.


C. It is defined as the field that deals with planning and managing a business at the highest
level of corporate hierarchy.


D. It focuses mostly on monitoring the profitability of a company's products and services.


E. It focuses solely on attaining an organization's sales goals in an efficient manner.


Question 9 of 20
1.0/ 1.0 Points
The value of an offering is described as ________.

A. the sum of the tangible and intangible benefits and costs to customers


B. the price consumers are charged for a product


C. the cost of manufacturing a product


D. the degree to which consumer demand for a product is positive


E. the intangible benefits gained from a product


Question 10 of 20
1.0/ 1.0 Points
Which of the following is true of business markets?

A. Buyers are usually not skilled at comparing competitive product offerings.


B. Products sold in such markets are usually highly standardized.


C. Buyers have limited purchasing power.


D. Business buyers buy goods to make or resell a product to others at a profit.


E. Property rights, language, culture, and local laws are the most important concerns.


Question 11 of 20
1.0/ 1.0 Points
________ goods constitute the bulk of most countries' production and marketing efforts.

A. Impulse


B. Physical


C. Luxury


D. Intangible


E. Durable


Question 12 of 20
1.0/ 1.0 Points
Which of the following is most consistent with what you now know to be marketing

A. All communication to consumers must deliver a consistent message irrespective of the
medium.


B. Creating demand is the most important thing we do.


C. Selling product is the most important thing we do.


D. In order to succeed, the main focus should be on having an efficient production process
in place.


E. Discovering and filling customers needs is what its really all about.


Question 13 of 20
1.0/ 1.0 Points
The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.

A. product


B. marketing


C. holistic marketing


D. selling


E. production


Question 14 of 20
1.0/ 1.0 Points
The ________ is the channel stretching from raw materials to components to final products
that are carried to final buyers.

A. communication channel


B. distribution channel


C. marketing chain


D. supply chain


E. service chain


Question 15 of 20
1.0/ 1.0 Points
The ________ holds that the organization's task is to determine the needs, wants, and
interests of target markets and to deliver the desired satisfactions more effectively and
efficiently than competitors in a way that preserves or enhances the consumer's and the
society's well-being.

A. selling concept


B. integrated marketing concept


C. social responsibility marketing concept


D. relationship marketing concept


E. production concept


Question 16 of 20
1.0/ 1.0 Points
Shawna is very upset that she can't get tickets to the Rolling Stones concert because they are
sold out. Which of the following demand states applies to Shawnas situation?

A. unwholesome demand


B. latent demand


C. overfull demand


D. nonexistent demand


E. full demand


Question 17 of 20
1.0/ 1.0 Points
Managers of ________ businesses concentrate on achieving high manufacturing efficiency,
low costs, and mass distribution.

A. product-oriented


B. consumer-oriented


C. production-oriented


D. selling-oriented


E. marketing-oriented


Question 18 of 20
1.0/ 1.0 Points
Sales of woolen clothing usually increase during the winter season and decline thereafter.
This is an example of ________ demand.

A. impulse


B. negative


C. declining


D. irregular



E. latent
Question 19 of 20
1.0/ 1.0 Points
________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied.

A. Demands; needs


B. Demands; wants


C. Needs; wants


D. Needs; demands


E. Wants; needs


Question 20 of 20
1.0/ 1.0 Points
Which of the following categories of goods and services is most likely to require an
aggressive use of the selling concept?

A. necessary goods


B. luxury goods


C. unsought goods


D. complementary goods


E. shopping goods







Chapter 2 Quiz
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Part 1 of 1 - 20.0/ 20.0 Points

Question 1 of 20
1.0/ 1.0 Points
Once Starbucks had established its presence in thousands of cities internationally, the
company sought to increase the number of purchases by existing customers with a ________
strategy that led to new in-store merchandise, including compilation CDs and high-speed
wireless access.

A. market-development


B. product-development


C. diversification


D. conglomerate


E. market-penetration


Question 2 of 20
1.0/ 1.0 Points
When one company licenses another to produce its offerings, or two companies jointly
market their complementary offerings, it is called a ________.

A. logistics collaboration


B. promotional alliance


C. product or service alliance


D. pricing collaboration


E. total quality management


Question 3 of 20
1.0/ 1.0 Points
The first phase of the value creation and delivery sequence is ________ that represents the
"homework" marketing must do before any product exists.

A. acquiring the value


B. choosing the value


C. communicating the value


D. considering the value


E. providing the value


Question 4 of 20
1.0/ 1.0 Points
Qantas, the Australian national carrier, introduces flights to the Middle East. This is an
example of ________.

A. diversification


B. differentiation


C. market development


D. market penetration


E. product development


Question 5 of 20
1.0/ 1.0 Points
McDonald's has often teamed up with Disney to offer products related to current Disney
films as part of its meals for children. The best description of this form of alliance would be
a(n) ________.

A. promotional alliance


B. product alliance


C. logistics alliance


D. pricing collaboration


E. network alliance


Question 6 of 20
1.0/ 1.0 Points
After analyzing their company's strengths and weaknesses, top managers at Loan Bright
decided that they would serve individual loan officers who typically only wanted to
purchase small sets of homebuyer data, rather than bigger institutional clients. To meet the
needs of this segment, Loan Bright simplified its sales contract, restructured its advertising
efforts to focus on Google ads, and created a separate customer-service department. Loan
Bright's strategy is best described as a(n) ________ strategy.

A. differentiation


B. diversification


C. focus


D. promotional


E. overall cost leadership


Question 7 of 20
1.0/ 1.0 Points
A strategy is a game plan for achieving what the business unit wants to achieve.

A. True


B. False


Question 8 of 20
1.0/ 1.0 Points
If you were the CEO of a company that was looking to implement strategies to fill a
perceived strategic-planning gap, you would most likely explore ________ strategy first
because it is easier to improve an existing business than to build a new one.

A. exclusive


B. market-development


C. diversification


D. product-development


E. market-penetration


Question 9 of 20
1.0/ 1.0 Points
Which of the following is best described as a market-oriented business definition?

A. Columbia Pictures: We make movies.


B. Xerox: We make copying equipment.


C. Encyclopedia Britannica: We distribute information.


D. Missouri-Pacific Railroad: We run a railroad.


E. Standard Oil: We sell gasoline.


Question 10 of 20
1.0/ 1.0 Points
During Jill's market research study, many customers indicated that traditional oven mitts
made it very difficult to hold baking dishes, resulting in frequent spills. Jill brought her
findings to the research department, and her company leveraged its engineering and design
competencies to develop a new hand-held hot-pad that allows for significantly greater
dexterity in handling hot cooking implements, while protecting the cook from burns. This is
an example of the ________ element of the holistic marketing framework.

A. value creation


B. value focus


C. value networking


D. integrated marketing


E. negative demand


Question 11 of 20
1.0/ 1.0 Points
Market-penetration, product-development, and market-development strategies would all be
examples of ________ strategies.

A. conglomerate


B. horizontal



C. integrative growth

D. concentric growth


E. intensive growth


Question 12 of 20
1.0/ 1.0 Points
When it was first launched, Google's paid search platform represented a new strategy for
revenue generation on the Internet. This is an example of innovation along which of the
following dimensions?

A. process


B. value capture


C. supply chain


D. presence


E. brand


Question 13 of 20
1.0/ 1.0 Points
Another way to describe a supply chain, where companies partner with specific suppliers
and distributors to ensure a smooth functioning of the system, is to call it a ________.

A. value exploration


B. domestic power center


C. horizontal integration


D. value delivery network


E. teamwork group


Question 14 of 20
1.0/ 1.0 Points
Mission statements are at their best when they reflect a ________.


A. vision

B. market


C. strength


D. competency


E. value


Question 15 of 20
1.0/ 1.0 Points
As Kodak addresses the digital revolution taking over the photographic industry, it wants
customers to see it as a leader in digital photography. Thus, it is moving away from the
production of film roll cameras. This would be an example of which of the following value
creation steps?

A. repositioning the company's brand identity


B. changing the corporate vision


C. realigning core competencies


D. redoing the corporate logo


E. abandoning current product lines


Question 16 of 20
1.0/ 1.0 Points
The fulfillment management process includes all the activities in ________.

A. receiving and approving orders, shipping the goods on time, and collecting payment


B. gathering and acting upon information about the market


C. researching, developing, and launching new high-quality offerings quickly and within
budget standards


D. building deeper understanding, relationships, and offerings to individual customers



E. defining target markets and prospecting for new customers
Question 17 of 20
1.0/ 1.0 Points
The ________ in the value chain cover the sequence of bringing materials into the business
(inbound logistics), converting them into final products (operations), shipping out final
products (outbound logistics), marketing them (marketing and sales), and servicing them
(service).

A. tertiary activities


B. operations processes


C. secondary activities


D. primary activities


E. manufacturing processes


Question 18 of 20
1.0/ 1.0 Points
In the cycle of complete strategic planning, taking corrective action is a part of ________.

A. implementation


B. controlling


C. organizing


D. planning


E. analyzing


Question 19 of 20
1.0/ 1.0 Points
The ________ is the number of channel levels, from raw materials to final product and
distribution, in which a company will participate.

A. market segment sphere


B. competence sphere


C. vertical sphere


D. product/application sphere


E. industry sphere


Question 20 of 20
1.0/ 1.0 Points
MasterCard and Visa may team up with university alumni associations to offer affinity
credit cards that typically display an iconic image associated with the university on the card
itself and may include an incremental donation program associated with purchases made
using the card. The best description of this form of alliance would be a ________.

A. logistics alliance


B. pricing collaboration


C. promotional alliance


D. network alliance


E. product alliance







Chapter 3 Quiz
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Part 1 of 1 - 19.0/ 20.0 Points

Question 1 of 20
1.0/ 1.0 Points
Only one level of industry marketing expenditure will actually occur. The market demand
corresponding to this level is called the ________.

A. market forecast


B. market potential


C. company demand


D. market minimum


E. market share


Question 2 of 20
1.0/ 1.0 Points
Arlette would like to own a Mercedes but is unable to afford one at this time. Arlette is part
of the ________ for this product.

A. available market


B. potential market


C. penetrated market


D. projected market


E. target market


Question 3 of 20
1.0/ 1.0 Points
________ is the limit approached by market demand as industry marketing expenditures
approach infinity for a given marketing environment.

A. Market potential


B. Sales budget


C. Sales quota


D. Company sales potential


E. Company sales forecast


Question 4 of 20
1.0/ 1.0 Points
When a company is said to have engaged in "greenwashing," it means that ________.

A. the company has changed its "green" image in order to appeal to a different, usually
older, demographic


B. the company has undertaken a campaign to lobby for tougher environmental regulations
for the industry


C. the company has moved its production facilities to countries where environmental laws
and regulations are less rigorous


D. the company has significantly changed its business processes to incorporate a greener,
more environmentally friendly philosophy


E. the company's products are not nearly as green and environmentally beneficial as its
marketing might suggest


Question 5 of 20
1.0/ 1.0 Points
The ________ market is the set of consumers who are buying the company's product.

A. available


B. potential


C. target


D. penetrated


E. green


Question 6 of 20
1.0/ 1.0 Points
Companies can practice targeted marketing by using ________ records of Web site usage
stored on personal browsers.

A. trolls


B. honey-pots


C. black swans


D. plug-ins


E. cookies


Question 7 of 20
0.0/ 1.0 Points
Few consumers actually delete cookies frequently. When customers do not delete cookies,
they expect customized marketing appeals and deals.

A. true


B. false


C. cookies..yum!


Question 8 of 20
1.0/ 1.0 Points
A growing population does not mean growing markets unless ________.

A. the government has a budget surplus


B. people have sufficient purchasing power


C. there is common ownership of all resources


D. there is adequate governmental intervention in the market


E. the people are under a democratic system of government


Question 9 of 20
1.0/ 1.0 Points
________ for a product is the total volume that would be bought by a defined customer
group in a defined geographical area in a defined time period in a defined marketing
environment under a defined marketing program.

A. Company demand


B. Market demand


C. Area market potential


D. Total market potential


E. Company sales potential


Question 10 of 20
1.0/ 1.0 Points
The traditional household consists of ________.

A. a husband, wife, and children (and sometimes grandparents)


B. a group of related persons living together


C. a man and a woman living together (whether married or not)


D. related or unrelated persons who share living arrangements


E. a husband, wife, 2.2 kids, a dog, a car, a parakeet, and a rabid gerbil


Question 11 of 20
1.0/ 1.0 Points
One of the ways to find relevant online information on competitors' strengths and
weaknesses might be to frequent distributor or sales agent feedback sites.

A. true


B. false


C. Wow! Google has everything!


Question 12 of 20
1.0/ 1.0 Points
The ________ market is the set of consumers with an adequate interest, income, and access
to a particular offer.

A. potential


B. available


C. penetrated


D. right


E. target


Question 13 of 20
1.0/ 1.0 Points
There is a global trend toward an aging population.

A. true


B. false


C. I dont know. My dog ate my textbook.


Question 14 of 20
1.0/ 1.0 Points
As the manager of an organization that is attempting to build a Marketing Information
System (MIS), you have been informed that a MIS is built upon three fundamental
information sources. The sources are ________, marketing intelligence activities, and
marketing research.

A. consultant reports


B. secondary data from government sources such as the Better Business Bureau


C. external records and documents


D. databases found on the Internet


E. internal company records


Question 15 of 20
1.0/ 1.0 Points
Which of the following would be the best illustration of a secondary belief or value?

A. belief in getting married


B. belief in work


C. belief in being honest


D. belief in giving to charity


E. belief in getting married early


Question 16 of 20
1.0/ 1.0 Points
An important force affecting business is the ________ movement, a movement of citizens
and government organized to strengthen the rights and powers of buyers in relation to
sellers.

A. consumerist


B. self-determination


C. materialistic


D. human rights


E. environmental


Question 17 of 20
1.0/ 1.0 Points
By 2010, projections indicate that the largest category of households will be composed of
________.

A. single-parent families


B. single live-alones


C. vegetarians


D. married couples with children


E. childless married couples and empty nesters


Question 18 of 20
1.0/ 1.0 Points
The ________ market is the part of the qualified available market the company decides to
pursue.


A. target

B. reserve


C. available


D. wrong


E. potential


Question 19 of 20
1.0/ 1.0 Points
ACME LLC, a small company that manufactures specialty cereals and energy bars, wants to
launch a "green marketing" program in response to heightened consumer awareness about
environmental issues. What should the company do to maximize the program's chances of
being successful?

A. engage in "greenwashing" to highlight the environmental benefits of the product


B. emphasize benefits to the consumer rather than environmental benefits


C. explain the rules and regulations laid out by governmental agencies to protect the
environment


D. demonstrate that the products will benefit both customers and the society in the long-
term


E. focus on the efforts and costs incurred by the company to bring these "green" products
to consumers


Question 20 of 20
1.0/ 1.0 Points
________ beliefs and values are passed from parents to children and reinforced by social
institutions schools, churches, businesses, and governments; they are very difficult to
change.

A. Core


B. Transient


C. Variable


D. Secondary


E. Stubborn







Chapter 4 Quiz
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Part 1 of 1 - 17.0/ 25.0 Points

Question 1 of 25
0.0/ 1.0 Points
Primary data can be collected in several ways. Installing CCTV cameras in a retail store
whereby consumers' actions can be recorded is an example of ________.

A. experimental research


B. survey research


C. focus group research


D. behavioral research


E. observational research


Question 2 of 25
1.0/ 1.0 Points
Which of the following is used to assess people's knowledge, beliefs, preferences, and
satisfaction and to measure these magnitudes in the general population?

A. observational research


B. a dinner party


C. descriptive research



D. quantitative research

E. survey research


Question 3 of 25
1.0/ 1.0 Points
Especially popular with such companies as Procter & Gamble, marketing-mix modeling is
used to allocate or reallocate expenditures.

A. true


B. false


C. I dont know but they make good toothpaste.


Question 4 of 25
1.0/ 1.0 Points
A question that respondents can answer in an almost unlimited number of ways is called a
________.

A. stupid question


B. structured question


C. closed-end question


D. dichotomous question


E. completely unstructured question


Question 5 of 25
0.0/ 1.0 Points
Which of the following statements about telephonic interview is true?

A. It usually takes a long time to gather information through telephonic interviews.


B. The interviewer is unable to clarify questions if respondents do not understand them.


C. Telephone interviewing in the U.S. is getting more difficult because of consumers'
growing antipathy toward telemarketers.



D. The U.S. government generally encourages telemarketing by firms.

E. The response rate for telephonic interviews has been typically lower than for mailed
questionnaires.


Question 6 of 25
1.0/ 1.0 Points
Which of the following is an advantage of online research?

A. It can be done in ones pajamas.


B. Online research is relatively free of technological problems and inconsistencies.


C. Online research is slow but gather detailed information.


D. Samples are generally representative of the target population.


E. People tend to be honest and thoughtful online.


Question 7 of 25
1.0/ 1.0 Points
If the goal of marketing research is to shed light on the real nature of a problem and to
suggest possible solutions or new ideas, the research is said to be ________.

A. exploratory


B. descriptive


C. secondary


D. good


E. primary


Question 8 of 25
1.0/ 1.0 Points
A scale that connects two bipolar words is called a ________.

A. manic depressive


B. word association


C. semantic differential


D. dichotomous question


E. Likert scale


Question 9 of 25
0.0/ 1.0 Points
Which of the following is an internal marketing metric that companies need to monitor?

A. relative employee satisfaction


B. market share


C. relative perceived quality


D. total number of customers


E. consumer satisfaction


Question 10 of 25
0.0/ 1.0 Points
A company would like to study the impact of advertising expenditure on sales and sales
revenue. This is an example of ________ research.

A. secondary


B. prescriptive


C. exploratory


D. qualitative


E. causal


Question 11 of 25
1.0/ 1.0 Points
If a marketing researcher is looking for a contact method that can gather information quickly
and allow the interviewer to clarify questions if necessary, he or she will choose the
telephone interview method.

A. true


B. false


C. I dont know.


Question 12 of 25
1.0/ 1.0 Points
Jaime collected primary data when he distributed a survey to dorm residents to discover their
attitudes and opinions on campus life.

A. true


B. false


C. I dont know. Does it really manner? I mean, who cares about dorm residents?


Question 13 of 25
1.0/ 1.0 Points
________ are data that were collected for another purpose and already exist.

A. Ordinate data


B. Cross-sectional data


C. Secondary data


D. Primitive data


E. Primary data


Question 14 of 25
1.0/ 1.0 Points
An item in a questionnaire states that "most politicians cannot be trusted." Respondents are
required to provide their answers by choosing any one of the following options: 1) Strongly
disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an
example of a ________.

A. word association question



B. dichotomous question

C. Thematic Appreciation Test (TAT)


D. Likert scale


E. semantic differential


Question 15 of 25
1.0/ 1.0 Points
Which of the following is an external marketing metric that companies need to monitor?

A. staffing or skill levels


B. active innovation support


C. relative employee satisfaction


D. market share


E. resource adequacy


Question 16 of 25
0.0/ 1.0 Points
As the marketing manager of ACME Ltd., a manufacturer of health drinks, you have
selected 10 individuals who match the profile of your target customer, to participate in a
discussion on changing lifestyle trends related to health. You have also hired a skilled
moderator to facilitate the discussion and ensure that everyone participates and stays focused
on the topic. The moderator provides questions and probes based on the "script" prepared by
you. The discussions are also recorded for further analysis. Which of the following methods
of acquiring primary data is being used in this case?

A. behavioral data


B. observational research


C. focus groups


D. experiments



E. surveys
Question 17 of 25
1.0/ 1.0 Points
The marketing research process begins by ________.

A. reading marketing research journals


B. defining the problem, the decision alternatives, and research objectives


C. developing a research plan


D. analyzing the internal environment


E. contacting a professional research consultant


Question 18 of 25
1.0/ 1.0 Points
Because of its flexibility, ________ are the most common technique of collecting primary
data.

A. poking people and asking, So whatcha think?


B. experimental designs


C. telephonic interviews


D. focus groups


E. questionnaires


Question 19 of 25
1.0/ 1.0 Points
Before Shoshanna opened her florist shop she read all she could about the floral industry.
She also consulted several published research reports to understand growth patterns in the
local area with particular interest in the location of florists throughout the city. This
________ helped her to decide on the location of her store.

A. tertiary information


B. primary data


C. secondary data


D. primitive data


E. licensed information


Question 20 of 25
1.0/ 1.0 Points
Which of the following refers to the set of measures that help firms to quantify, compare,
and interpret their marketing performance?

A. marketing simulation


B. marketing metrics


C. marketing intelligence


D. marketing information systems


E. marketing diagnostics


Question 21 of 25
0.0/ 1.0 Points
Which of the following is an advantage of personal interviews?

A. The possibility of interviewer bias is minimized.


B. It is a relatively inexpensive method of gathering information.


C. You can show off your new suit.


D. Interviewers can record additional observation about the respondent such as body
language.


E. It facilitates anonymous responses.


Question 22 of 25
0.0/ 1.0 Points
Which of the following is true of qualitative research?

A. Its results can be easily generalized to broader populations.


B. It requires large sample sizes.


C. It is indirect in nature, so consumers may be less guarded.


D. Its soooo much easier than writing and pretesting a survey.


E. It generally results in similar results and conclusions across researchers.


Question 23 of 25
1.0/ 1.0 Points
With respect to the sampling plan, three decisions must be made: (1) the sampling unit - who
is to be surveyed; (2) sample size - how many people should be surveyed; and (3) ________.

A. surveyor skill - who should conduct the survey


B. sample supervisor - who leads the sampling effort


C. sample security - how should the sample data be protected


D. sample cost - how much does sampling cost


E. sampling procedure - how should respondents be chosen


Question 24 of 25
1.0/ 1.0 Points
Charlene, a beautician by profession, owns a salon in the small town of Franklin, New
Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out
about the beauty services they offer to customers. Charlene is attempting to conduct market
research by _______.

A. tapping into marketing partner expertise


B. forming alliances with competing firms


C. using experimental research techniques


D. checking out rivals


E. studying customer behavior


Question 25 of 25
0.0/ 1.0 Points
Researchers should generalize findings from focus-group participants to the whole market.

A. true


B. false


C. I dont know. Which general?







Chapter 5 Quiz
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Part 1 of 1 - 22.0/ 25.0 Points

Question 1 of 25
1.0/ 1.0 Points
Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-
based Keiko Inc. and U.S.-based Global Tech. How can Keiko reduce the total customer
cost for LZT?

A. improving the functional aspects of the products


B. augmenting the psychological benefits of the products


C. investing in brand building for the products


D. training service personnel to improve their skills


E. absorbing some risk by offering a warranty


Question 2 of 25
1.0/ 1.0 Points
The value proposition is stated in the price of a product and readily recognized by the
average consumer.

A. true


B. false


C. I dont know.


Question 3 of 25
1.0/ 1.0 Points
Which of the following is true for the modern company organization chart?

A. Top management is at the top of the pyramid.


B. Frontline employees are at the top of the pyramid.


C. Customers are at the top of the pyramid.


D. Frontline employees are less important than top management.


E. Customers are less important than middle management.


Question 4 of 25
1.0/ 1.0 Points
The article you were sent to read I do! was about

A. modern marriage vows


B. satisfaction and dissatisfaction in todays marriages


C. apples and oranges


D. iced tea and Harley Davidson motorcycles


E. there was an outside reading? Where was I?


Question 5 of 25
1.0/ 1.0 Points
The value proposition is also known as the core positioning of the offering.

A. true


B. false


C. I dont know.


Question 6 of 25
1.0/ 1.0 Points
Which of the following is the best method of recovering customer goodwill?

A. defining and measuring the customer retention rate


B. contacting the complaining customer as quickly as possible


C. free cookies


D. sending service people to conduct door-to-door surveys


E. identifying prospective customers from the customer database


Question 7 of 25
1.0/ 1.0 Points
A profitable customer ________.

A. yields a cost stream that exceeds the company's revenue stream


B. yields a cost stream that exceeds by an acceptable amount his revenue stream


C. yields a revenue stream that equals the company's cost stream


D. yields a revenue stream that exceeds the company's cost stream


E. yields a revenue stream that exceeds by an acceptable amount his cost stream


Question 8 of 25
1.0/ 1.0 Points
Rachel and Shlomo are on vacation in Hawaii. When they arrived at the hotel, they were
offered chilled juice. Their check-in formalities were handled by the staff. When they
entered their room, they saw that chocolates had been placed on the pillows and a flower
arrangement on the table. The hotel's actions are an example of ________.

A. customer perceived value


B. a customer touch point


C. customer profitability analysis


D. customer value analysis


E. the sneaky stuff they pull to make you think youre having a good time


Question 9 of 25
1.0/ 1.0 Points
A customer ________ is any occasion on which a customer encounters the brand and
product - from actual experience to personal or mass communications to casual observation.

A. point of difference


B. point of parity


C. point of order


D. touch point


E. pivot point


Question 10 of 25
1.0/ 1.0 Points
________ is the perceived monetary value of the bundle of economic, functional, and
psychological benefits customers expect from a given market offering.

A. Total customer cost


B. Value delivery system


C. Value proposition


D. Total customer benefit


E. Total benefits of ownership


Question 11 of 25
0.0/ 1.0 Points
According to "I do!", Brand DNA is all about

A. a unique memorable slogan


B. customer touchpoints


C. using consumers to develop the brand concept


D. following the lifecycle of the brand and managing it


Question 12 of 25
0.0/ 1.0 Points
According to "I do!", the next marketing opportunity might be

A. bottled alcoholic iced tea


B. retired dentists


C. carbonated iced tea


D. women motorcycle riders


Question 13 of 25
1.0/ 1.0 Points
Which of the following is most likely to use database marketing?

A. a hair stylist


B. a fast-food chain


C. a candy bar manufacturer


D. a toothpaste manufacturer


E. an airline


Question 14 of 25
1.0/ 1.0 Points
A profitable customer is a person, household, or company that over time yields a revenue
stream that exceeds by an acceptable amount the company's cost stream of attracting,
selling, and servicing the customer.

A. true


B. false


C. I dont know but do they vacuum?


Question 15 of 25
1.0/ 1.0 Points
Activity-based costing tries to identify the real costs associated with serving each customer.

A. true


B. false


C. Ooh! Accounting! Icky!


Question 16 of 25
1.0/ 1.0 Points
The modern customer-oriented organization chart places top management at the top of the
pyramid.

A. true


B. false


C. I dont know.


Question 17 of 25
1.0/ 1.0 Points
Which of the following is true for customer satisfaction?

A. Consumers often form more favorable perceptions of a product with a brand that is new.


B. The ultimate goal of a customer-centered firm is to create high customer satisfaction.


C. Only increased customer satisfaction can help a company increase its profits.


D. Greater customer satisfaction has also been linked to higher returns and lower risk in
the stock market.


E. Satisfaction is a deeply held commitment to rebuy or repatronize a preferred product
despite situational influences.


Question 18 of 25
1.0/ 1.0 Points
Rade and ACME are competitors in the business of manufacturing wrist watches. While
Rade promises to deliver design and quality to its customers, ACME promises to deliver
durability and cost effectiveness. When both these companies deliver their respective
promised qualities, they are delivering ________.

A. customer support


B. unique quality


C. conformance quality


D. accuracy quality


E. performance quality


Question 19 of 25
1.0/ 1.0 Points
In the "outside reading" article, what was the point?

A. A brand is never too old to be revitalized.


B. Iced tea is very refreshing and a classic.


C. The more sensory experiences you can pair to a brand the better the recall and stronger
the equity.


D. The iced tea industry made a comeback from the Decline stage of the Product Life
Cycle.


Question 20 of 25
1.0/ 1.0 Points
Which of the following is not conducive to database marketing?

A. ACMETheater relies on the generosity of donors to keep functioning.


B. PetZone offers obedience classes, a doggie daycare and other services for pets in the

Manhattan area.

C. 2Wheels sells its most profitable products to repeat customers.


D. Uncle Jim's sells its range of snacks in stores throughout the country.


E. Kenilworthy retails luxury handbags and leather accessories to a select clientele.


Question 21 of 25
1.0/ 1.0 Points
Sammy's is a fast food chain that offers burgers, sandwiches, and shakes. It focuses its
marketing efforts on all the experiences the customers will have on the way to obtaining
their food order and eating it. Hence, Sammy's is focusing its marketing efforts on its
________.

A. cost versus benefit system


B. value delivery system


C. horizontal marketing system


D. consumption system


E. marketing channel system


Question 22 of 25
1.0/ 1.0 Points
Which of the following is the first step in customer value analysis?

A. Examine how customers in a specific segment rate the company's performance.


B. Assess the company's and competitors' performances on the different customer values
against their rated importance.


C. Develop a sense of humor.


D. Assess the quantitative importance of the different attributes and benefits.


E. Identify the major attributes and benefits that customers value.


Question 23 of 25
0.0/ 1.0 Points
Patio Furnitures company advertises widely. Ms. Furnitures uses business reply cards
attached to her company's magazine ads to build her company's database. In which of the
following ways would Ms. Furniture most likely use the database?

A. to determine if up-selling is appropriate


B. to deepen customer loyalty


C. to identify prospects


D. to pull together a guest list for her annual dinner party


E. to avoid serious customer mistakes


Question 24 of 25
1.0/ 1.0 Points
Profit rate tends to decrease over the life of the retained customer due to increased
purchases, referrals, price premiums, and increased operating costs to service.

A. true


B. false


C. Only on Tuesdays


Question 25 of 25
1.0/ 1.0 Points
For a magazine, subscription renewal rate is a good measure of retention.

A. true


B. false


C. I dont know.