Sale!

Marketing 6th Charles W Lamb Test Bank

$34.99 $27.99

Test Bank for Marketing 6th Edition Charles W Lamb. Note : this is not a text book. Description: ISBN-10: 1133190111. ISBN-13: 9781133190110.

 

Add to Wishlist
Add to Wishlist

Description

Test bank Marketing 6th Charles W.Lamb

Chapter 1—An Overview of Marketing
1. The term marketing refers to:
a. new product concepts and improvements
b. selling
c. advertising and promotion activities
d. a philosophy that stresses customer satisfaction
e. planning sales campaigns
2. A business is concerned with many day-to-day activities. Some of the most important of these activities are the planning and development of a product, its pricing policy, and the distribution strategy. These activities are all a part of:
a. a control system
b. marketing
c. accounting
d. production
e. human resources
3. _____ is a set of activities used to implement a management orientation that stresses customer satisfaction.
a. Planning strategy
b. Customer management
c. Marketing
d. A control system
e. Reciprocity
4. The American Marketing Association’s definition of marketing:
a. is limited to promotional activities
b. focuses on the value of empowerment, teamwork, and customer value
c. shows how marketing benefits the marketer
d. relies on the synergy created by exchange
e. includes the processes marketers used to establish and maintain relationships with customers
5. _____ is a key ingredient in the philosophy of marketing; it occurs when people give up something in order to receive something that they would rather have.
a. Exchange
b. Synergy
c. Transformation
d. Leveraging
e. Reciprocity
6. In order for exchange to occur:
a. a complex societal system must be involved
b. organized marketing activities must also take place
c. a profit-oriented organization must be involved in the process
d. money or other legal tender is required
e. each party must have something the other party considers to be valuable
7. A problem facing the timber industry is the absence of any effective way to prove that rain forest timber was legally harvested. In places like Indonesia as much as 80 percent of timber available for sale was illegally cut. Companies like The Home Depot do not want to sell timber from illegally logged forests even though the demand is great for timber from rain forests. Which of the following conditions required for an exchange to occur is missing when a company tries to sell illegally acquired logs to The Home Depot?
a. There are more than two parties involved.
b. Each party has something of value to bring to the exchange.
c. One party is free to accept the exchange offer.
d. Each party believes it is appropriate to deal with the other party.
e. Nobody sees the exchange as producing value.
8. Domino’s Pizza is offering racing fans a chance to earn points toward NASCAR-branded merchandise via the NASCAR RacePoints loyalty program. Consumers who buy $20 worth of Domino’s Pizza will receive 100 NASCAR RacePoints. Consumers save their box receipt and mail in their points slip. NASCAR RacePoints will be credited to members’ accounts. Racing fans can rack up points to earn NASCAR merchandise, including apparel and hats or one-of-a-kind experiences, such as driving a real racecar. A(n) _____ will occur when a NASCAR fan trades in his or her points for a mug autographed by a favorite driver.
a. synergy
b. sublimation
c. exchange
d. entropy
e. reciprocity
9. 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.
a. exchange
b. product
c. production
d. sales
e. environmental
10. For an exchange to take place:
a. there must be at least two parties involved
b. money must be used in the transaction
c. each party must feel obligated to accept the offer
d. at least one party must have something of value that the other party desires

Chapter 2—Strategic Planning for Competitive Advantage
1. Compaq Computer’s decision to charge customers for phone technical support to defray the high cost of phone support and encourage customers to read documentation was a failure because consumers like the human touch. Customer rebellion forced Compaq to rethink this policy. As a result, Compaq decided to focus its resources on reaching the inexpensive home computer market segment through enhanced customer service. This company engaged in:
a. benchmarking
b. tactical resource realignment
c. alternative selection
d. portfolio evaluation
e. strategic planning
2. With hospitals nationwide facing budget cuts and slimmer profit margins, Dekalb County’s Medical Center decided to cash in on one of the most consistently profitable services–delivering babies. It initiated a three-year project to build a $55 million state-of-the-art women’s center with 18 labor and delivery suites. When the hospital decided to commit its resources to obstetrics, it was engaging in:
a. benchmarking
b. alternative problem solving
c. strategic planning
d. portfolio evaluation
e. tactical control
3. Strategic plans require:
a. Long-term resource commitments
b. A change in organizational structure
c. the addition of new personnel
d. new product development
e. changes in prices
4. _____ is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities.
a. Tactical management
b. The market audit
c. Functional planning
d. Environmental scanning
e. Strategic planning
5. In 2004, Giorgio Armani, the Italian fashion group, announced plans to launch a $1 billion international luxury hotel chain containing ten hotels and four resorts before the end of 2015. This _____ will take advantage of an international trend toward luxury lifestyle consumerism and allow the company to achieve its growth objectives.
a. tactical objectifying
b. contingency plan
c. strategic planning
d. marketing implementation
e. horizon planning
6. Skoda is a carmaker in the Czech Republic. The auto manufacturer is launching a marketing drive designed to ultimately sell one million Skoda vehicles a year. It has identified the main growth markets for automobiles as China, Russia, and India and has plans to build production plants in each of those countries. Skoda’s _____ will be well into the implementation stage when the plant in Shanghai starts producing cars in 2007.
a. tactical objectifying
b. contingency plan
c. strategic planning
d. market integration
e. horizon planning
7. Which of the following statements about a marketing plan is true?
a. Marketing plans can exist as oral traditions.
b. The marketing plan should be viewed as a series of sequential steps.
c. All marketing plans have basically the same content.
d. A marketing plan is created so an organization can meet its marketing objectives.
e. All of the statements about a marketing plan are true.
8. _____ is the process of anticipating events and determining strategies to achieve organizational objectives.
a. Planning
b. Portfolio evaluation
c. Forecasting
d. Implementation
e. Evaluation
9. Obstetrics is a the most lucrative service provided by most hospitals. Area hospitals compete to make their delivery rooms the most profitable by designing marketing activities that will allow them to reach their growth objectives. To reach their objectives, hospitals must rely on:
a. strategic activation
b. resource realignment
c. marketing planning
d. a service-based mission statement
e. trend analysis
10. Marketing plans should be written to do all of the following EXCEPT:
a. compare actual and expected performance
b. provide clearly stated activities
c. create common goals for employees to work toward
d. allow managers to enter the marketplace with an awareness of possibilities and problems
e. control the elements of the external marketing environment

Chapter 3—Social Responsibility, Ethics, and the Marketing Environment
1. _____ is the concern of business for the long-range welfare of both the company and its relationships to the society within which it operates.
a. Consumerism
b. Corporate social responsibility
c. Cultural sensitivity
d. Conventional morality
e. Environmental consideration
2. Novartis created the Novartis Research Institute for Tropical Diseases in Singapore. The institute is unique because it is a not-for-profit organization that focuses on the discovery of new drugs for the treatment of neglected diseases, such as dengue fever and tuberculosis. Not only is this good business, it is also:
a. mandated by Supreme Court rulings
b. socially responsible
c. unrelated to any ethical motivation
d. demonstrating a lack of concern for diversity
e. environmental marketing
3. Corporate social responsibility is defined as the:
a. belief that the legal system defines ethical behavior
b. development of inclusive codes of ethics
c. rules by which social rewards are attained
d. concern for social welfare by businesses
e. coordination of social programs for publicity purposes
4. The pyramid of corporate social responsibilities contains all of the following components EXCEPT:
a. economic responsibilities
b. ethical responsibilities
c. cultural responsibilities
d. legal responsibilities
e. philanthropic responsibilities
5. One of the favorite foods in Thailand is shark fin soup. A San Francisco-based organization claimed the soup made by its leading producer contained mercury poison, yet the leading producer of shark fin soup wanted to continue selling the soup because it believes it has a responsibility to its investors to be profitable. This indicates that the soup manufacturer was operating at a(n) _____ responsibility level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
6. Japanese law prohibits the storage of more than 50 pounds of explosive at any single site in the nation. Every night Universal Studios Japan hosts a fireworks display. The theme park recently came under government investigation when allegations were made that the park was detonating more than 50 pounds of explosives in its nightly fireworks displays. If the allegations are true, then Universal Studios Japan is not operating at a(n) _____ responsibility level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
7. Pacific Gas and Electric (PG&E) Company has donated almost $300,000 to 58 local governments and community-based organizations for local economic development projects. Recipients of these grants include the San Benito County Economic Development Corporation’s Business Outreach Program, the San Jose Conservation Corps’ Hennessy Place Affordable Single-Family Housing Project, and Mariposa County’s Business Development Training Program. This sort of donation indicates PG&E was operating at a(n) _____ responsibility level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
8. 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. Companies that replace inefficient sources of power with quantum nucleonics only after they are required to by the Environmental Protection Agency (EPA) are operating at a(n) _____ responsibility level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
9. Girls between the ages of 8 and 15 are one of the growing markets for high-end shoe manufacturers, and podiatrists say the trend is leading to many stylish young girls with grown-up foot problems. Shoe manufacturers who develop and market adult-styled shoes to this group are not operating at a(n) _____ responsibility level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
10. Corporate social responsibility:
a. is mandated by federal law
b. requires companies to sacrifice economic performance for the sake of their stakeholders
c. does not influence competition
d. may not always result in profit and growth
e. is unaffected by environmental changes

Chapter 4—Developing a Global Vision
1. Individuals and organizations utilizing a global vision to effectively market goods and services across national boundaries are engaged in:
a. developing international selling schemes
b. implementing standard international marketing
c. implementing global marketing standardization
d. supplementing their foreign vision
e. practicing global marketing
2. Your firm, a maker of industrial parts, has never engaged in global marketing. You have just completed an examination of the firm’s capabilities and the global environment in which it operates. Which of the following reasons might you employ to convince your boss to think globally?
a. To remain competitive domestically, the firm has to be competitive internationally.
b. A global vision enables managers to understand that customer and distribution networks operate worldwide.
c. The toughest domestic competition is increasingly coming from foreign competition.
d. Global marketing has become imperative for business because many marketing opportunities exist internationally.
e. All of these arguments can and should be offered to your boss.
3. 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:
a. developing international selling schemes
b. implementing standard international marketing
c. implementing global marketing standardization
d. supplementing its foreign vision
e. practicing global marketing
4. Which of the following statements about global marketing is true?
a. Marketing to target markets throughout the world has become an imperative for business.
b. Often a U.S. firm’s toughest domestic competition comes from foreign companies.
c. Marketing managers must develop a global vision not only to recognize and react to international marketing opportunities but also to remain competitive at home.
d. Adopting a global vision can be lucrative for a company, and global marketing can offset weak domestic performance.
e. All of these statements about global marketing are true.
5. iMany people fear world trade because it:
a. will inevitably lead to inflation
b. will cause living standards to increase at a slower rate
c. causes some people to lose their jobs as production shifts abroad
d. has brought entire nations out of poverty
e. has increased per capita income for some countries
6. Which of the following statements describes one of the benefits of increased global marketing?
a. Millions of Americans have filled jobs created by imports and production shifts abroad.
b. Because of world trade, inflation is less likely to arrest economic growth.
c. Because jobs are threatened by exports, employers are issuing pay-cut demands to their workers.
d. Export jobs typically pay less money than other jobs.
e. None of the statements describes an advantage derived from the increase in global marketing.
7. Which of the following statements about multinational firms is true?
a. Multinationals typically do not change their methods of reaching their global markets if they are successful with their initial strategy.
b. Multinationals are defined as companies heavily engaged in exporting and importing.
c. All multinationals must enter the fourth stage of globalization before they are fully internationalized.
d. Multinationals often develop their global businesses in stages.
e. The five stages of globalization closely mirror the five stages of the product life cycle.
8. A(n) _____ is a company that is heavily engaged in global trade and moves its resources, goods, services, and skills across national boundaries.
a. international facilitator
b. global trader
c. multinational corporation
d. exporting company
e. international merchant
9. 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):
a. cultural marketer
b. global trader
c. multinational corporation
d. exporting company
e. global enterprise
10. 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):
a. global enterprise
b. global trader
c. cultural marketer
d. exporting company
e. multinational corporation

Chapter 5—Consumer Decision Making
1. The processes individuals use when making a purchase decision are called _____. This is also the reason individuals recognize and respond to the distinctive lettering used on Coca-Cola cans, the shape of the Nike swoosh, and the color of a can of Campbell soup.
a. consumer behavior
b. marketing
c. consumerism
d. perceptual mapping
e. database mining
2. Marketers often study _____, the processes used and the factors that influence the consumer when making purchase decisions.
a. psychographics
b. business buying behavior
c. consumerism
d. consumer behavior
e. perceptual mapping
3. The steps of the consumer decision-making process in order are:
a. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior
b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior
c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation
d. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction
e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation
4. As a result of hearing the adventures of returning soldiers, Monroe decided to enlist in the U.S. Army. These stories he heard from the soldiers acted as:
a. affective states
b. external stimuli
c. internal stimuli
d. purchase outcomes
e. a dissonance creator
5. Hector loves cola and is always on a diet. He will only drink Diet Coke. When offered a Diet Pepsi one afternoon as an alternative, he refused to even consider it as part of his evoked set even though he generally drinks a soft drink about the time of day the offer was made. This illustrates that Hector:
a. is satisfying a want
b. is satisfying a need
c. is satisfying a belief
d. has a physiological drive
e. has a need motivator
6. Which of the following is the BEST example of an internal stimulus that would create need recognition?
a. a friend comments on how shabby your coat looks
b. a radio station runs an ad for a new video game rental store
c. a headache
d. an invitation to a graduation for which you need a gift
e. a billboard promoting a new national Internet service provider
7. After a need or want is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This occurs during which part of the consumer decision-making process?
a. evaluation of alternatives
b. information search
c. cognitive dissonance
d. consideration stage
e. product identification
8. While Martin was looking at the DVDs at Wal-Mart, he was trying to remember the name of the horror movie he saw that starred Bruce Campbell so he could buy the DVD. This is likely to occur during which part of the consumer decision-making process?
a. antecedent state
b. need recognition
c. external information search
d. alternative evaluation
e. internal information search
9. The types of products people purchase using only an internal search are typically:
a. frequently purchased, low-cost items
b. frequently purchased, high-cost items
c. infrequently purchased, low-cost items
d. infrequently purchased, high-cost items
e. all types of items, regardless of price or frequency of purchase
10. Which of the following products would most likely require the purchaser to use only an internal information search?
a. a veterinarian for a new puppy
b. a day-care facility for a two-month-old infant
c. a wedding gown
d. a tube of toothpaste
e. an anniversary gift

Chapter 6—Business Marketing
1. A product is defined as a business product rather than consumer good on the basis of its:
a. intended use
b. physical characteristics
c. price
d. distribution method
e. tangible attributes
2. 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 the Solar Group selling?
a. business products only
b. both business and consumer goods
c. installations
d. consumer goods only
e. supplies
3. Which of the following is the best example of a sale that could only take place in the business market?
a. A park ranger is purchasing an azalea bush for her garden.
b. A music store owner is ordering the newest Faith Hill CD for her mother.
c. A dentist is buying postage stamps to mail invitations to his son’s birthday party.
d. A university controller is ordering more computers for classroom labs.
e. All of these are examples of business sales.
4. Business marketing does NOT include goods and services that:
a. become part of another product
b. are used to manufacture other products
c. are used for personal consumption
d. facilitate the normal operations of an organization
e. are acquired for resale
5. Which type of customer do business marketers NOT serve?
a. institutions and nonprofits
b. producers
c. resellers and wholesalers
d. governments
e. private consumers
6. Since GE began accepting bids via the Internet, the length of the bidding process in GE’s lighting division has been reduced from 21 days to 10. Since requesting the bids is easier, purchasing agents approach more potential vendors. The ability to locate more vendors has lowered the cost of goods by 5 to 15 percent. GE’s experience illustrates:
a. how using the Internet decreases competition
b. how business marketing is becoming global
c. how business marketing is using the Internet to become more efficient
d. how the use of the Internet has influenced consumer markets to become larger and more powerful than business markets
e. how the Internet increases efficiency in data exchange
7. Which of the following is NOT a benefit businesses experience from buying and selling their goods and services on the Internet?
a. access to around-the-clock ordering
b. elimination of the need for distributors
c. a greater selection of products and vendors
d. lower prices due to increased competition
e. the ability to buy products customized to their needs
8. A cooperative agreement between business firms is a:
a. shared capital contract
b. global partner development strategy
c. strategic alliance
d. joint contract
e. comarketing effort
9. Sometimes a _____ is created for the purpose of sharing resources. This was why the Donnelly Corporation, a company that designs, manufactures, and markets automotive parts, joined with Applied Films Laboratory, Inc. to manufacture and supply the world market with display coated glass for liquid crystal displays (LCDs).
a. shared capital contract
b. global partner development strategy
c. strategic alliance
d. cobranding effort
e. market cooperative
10. Kinko’s Service Corporation of Ventura (copy centers) and Xerox Engineering Systems have worked together to establish a nationwide network for faxing large-format documents. In other words, the two companies have joined in a:
a. retail cooperative
b. direct investment venture
c. transactional relationship
d. strategic alliance
e. synergistic relationship

Chapter 7—Segmenting and Targeting Markets
1. A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products.
a. firm
b. buyer
c. market
d. consumer
e. target
2. A group of middle school students stop by a sporting goods store. The store has just received a new shipment of high-end 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?
a. Yes, they are a potential market since they are all about the same age.
b. No, they do not have the ability to purchase at this time.
c. No, to qualify as a market, they must need the product.
d. Yes, they are a market because this product could satisfy their consumer wants and desires.
e. Yes, they are a market because this group shares relatively similar product needs and purchasing characteristics.
3. A market is people or organizations that have:
a. the ability, willingness, and power to buy
b. a medium of exchange and products they desire
c. needs and wants and an ability and willingness to buy
d. unmet needs or wants and products or services that satisfy those unmet needs or wants
e. communication, financial, and capital resources
4. A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs.
a. market universe
b. market segment
c. aggregated market
d. segmentation base
e. population sample
5. _____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.
a. Perceptual mapping
b. Positioning
c. Micromarketing
d. Market sampling
e. Market segmentation
6. E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers. For example, Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar. E&V Bridal Studios uses a procedure called _____ to divide its large market.
a. micromarketing
b. positioning
c. market segmentation
d. cannibalization
e. perceptual mapping
7. The purpose of market segmentation is to:
a. reduce the market down to a specific size that the firm can handle
b. divide the market into equal size and profit regions for sales territories
c. group a large number of markets together enabling a company to serve them simultaneously
d. develop a generalized definition of the market as a whole
e. enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
8. Hildy Webb and LaTishe Brown own Creative Catering and would like to improve customer satisfaction and increase repeat business. When you ask them to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fund-raisers, they do not have a typical customer. You suggest it is time for market segmentation because:
a. it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment
b. Creative Catering needs to reduce the size of the market it serves
c. Creative Catering needs to learn how to group these markets together into one market to serve all of them adequately
d. it will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market
e. this will position the company in the minds of its consumers as compared to its competitors
9. Market segmentation can assist marketers to do all of the following EXCEPT:
a. develop more precise definitions of customer needs and wants
b. identify which variable base should be used for segmenting
c. more accurately define marketing objectives
d. improve resource allocation
e. evaluate performance
10. The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that:
a. this is the reason segmentation cannot be used by small firms
b. all individuals have the same needs in spite of cultural differences
c. everyone belongs to the same segment
d. segmentation controls the demand for products

Chapter 8—Decision Support Systems and Marketing Research
1. A(n) _____ is an interactive, flexible information system that enables managers to obtain and manipulate information as they are making decisions.
a. expert system
b. marketing information system
c. artificial intelligence system
d. marketing decision support system
e. database marketing system
2. _____ is the creation of a large computerized file of customers’ and potential customers’ names, profiles, and purchase patterns.
a. Electronic targeting
b. Sampling procedure specification
c. Database marketing
d. Competitive data mining
e. Consumer behavior marketing
3. A true marketing decision support systems (DSS) should be:
a. flexible
b. discovery-oriented
c. interactive
d. accessible
e. All of the choices describe true marketing decision support systems.
4. According to the text, a true marketing decision support system should be:
a. reactive
b. customer-oriented
c. interactive
d. rigorous
e. descriptive
5. To help understand why attendance at the team’s games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role.
a. historical
b. descriptive
c. predictive
d. normative
e. objective
6. 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
7. _____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management.
a. Data collection
b. Artificial intelligence
c. Decision support
d. Marketing research
e. Single-source research
8. A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley’s new location.
a. transactional marketing
b. public relations
c. an EDI system
d. market synergy
e. marketing research
9. Soon after the Harriet Tubman 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. a production audit
b. database marketing
c. marketing research
d. an internal marketing audit
e. secondary data
10. The publisher of a Canadian business magazine wanted to make several major changes in the magazine’s content and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in:
a. advertising
b. database marketing
c. marketing research
d. a data retrieval system
e. secondary data

Chapter 9—Product Concepts
1. A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.
a. brand equity
b. quality
c. warranty
d. transaction
e. product
2. The _____ is the starting point in creating a marketing mix.
a. price
b. product
c. distribution channel
d. promotional media
e. production line
3. Why is creation of a product the starting point for the marketing mix?
a. The production department must know what to produce first.
b. Production strategy is the first of the four Ps listed in the marketing mix.
c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.
d. Product development takes the longest amount of time to complete.
e. Actually, the product does not have to be the starting point–promotional strategies are often the starting point.
4. Which of the following is NOT an example of a product’s tangible feature?
a. brand equity
b. packaging
c. color
d. weight
e. size
5. In the long run, regardless of the effort put into the product management process, the most important factor determining if a consumer product will succeed or fail is:
a. the product mix plan
b. the way the firm implements its production strategy
c. the marketing plan it selects for its products
d. how well the manufacturer satisfies its customers’ needs
e. the competition encountered by the manufacturer
6. When PaintingsDirect, an online seller of contemporary original art, markets its art to home decor buyers for retailers, custom-framing stores, and intermediaries that supply furniture and home furnishings retailers, it is selling _____ products.
a. specialty
b. consumer
c. business
d. convenience
e. unsought
7. The consumer product classification system is based on:
a. how the market is segmented
b. the way the products are manufactured
c. the way products are used
d. the physical attributes of the product
e. the amount of effort consumers spend to acquire the product
8. _____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.
a. Convenience
b. Specialty
c. Branded shopping
d. Unbranded shopping
e. Generic
9. Arno stopped at a newsstand to buy today’s Wall Street Journal. While he was paying for his newspaper, he noticed a Sudoku puzzle book, which he also purchased. In this example, the puzzle book is an example of a(n) _____ product.
a. specialty
b. convenience
c. business
d. shopping
e. unsought
10. While Allison was showing her new infant son to friends of her grandmother, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for Pampers brand diaper because that was the only brand stocked at the small local grocery store. For Allison, the recent diaper purchase is an example of buying _____ products.
a. homogeneous shopping
b. heterogeneous shopping
c. convenience
d. specialty
e. component

Chapter 10—Developing and Managing Products
1. When the manufacturer of L’Oreal shampoo introduced shampoos designed specifically to appeal to preteens, the product was:
a. not considered new, because the product was not discontinuous
b. not accepted well in the market until a personal selling campaign was launched
c. easily sold to many foreign countries using the same, popular L’Oreal brand name
d. an example of inventing a product and then trying to create a need
e. a new product because it was an improvement or revision of an existing product
2. Marketers consider all of the following examples of new products EXCEPT:
a. a 2007 model year GE oven with the same style, parts, and color as the 2006 model
b. the addition of a management consultant service to a company that once specialized in investment management
c. a new design for Reach brand toothbrushes
d. a new flavor of Ben & Jerry’s brand ice cream
e. the development of a less-painful procedure for the treatment of varicose veins
3. The maker of Keebler Sandies cookies has added fudge drop Sandies to its cookie product line. Is this a new product?
a. No, cookies cannot be considered an innovation.
b. Yes, additions to the product line are new products.
c. No, it is only a product addition.
d. Yes, this is a discontinuous innovation.
e. No, this is not a product improvement.
4. New-to-the-world products, where the product category itself is new, are also called:
a. discontinuous innovations
b. moderate innovations
c. slow-diffusing products
d. venture products
e. creative offerings
5. Satek has developed a wireless speaker that sits unobtrusively on a desktop.
The tiny, yet strong twin speakers use Bluetooth to stream music directly from your PC or MP3 player. This small Satek wireless speaker, which is radically different from anything currently on the market, would be classified as a(n):
a. discontinuous innovation
b. slow-diffusing product
c. episodic innovation
d. venture product
e. sporadic innovation
6. When Glade brand air freshener began marketing a clean linen-scented air spray, the action could be classified as a(n):
a. repositioning strategy
b. new product line
c. addition to an existing product line
d. discontinuous innovation
e. revision to existing products
7. In its early years of operation, MGP Ingredients, Inc., sold ethanol and animal feed. A steep drop in its sales led the company to focus on developing the first low-carb wheat proteins and starches. These low-carb products would be an example of a(n):
a. repositioning strategy
b. new product line
c. addition to an existing product line
d. discontinuous innovation
e. revision to existing products
8. Oakley, a manufacturer of protective eyewear for various kinds of sports, has introduced sunglasses that play music. The glasses weigh a little over a pound and can hold up to 120 songs. These sunglasses would be an example of a(n):
a. repositioning strategy
b. new product line
c. addition to an existing product line
d. discontinuous innovation
e. revision to existing products
9. Companies that are most likely to succeed in the development and introduction of new products typically:
a. establish an environment conducive to achieving new-product objectives
b. make the long-term commitment needed to support innovation and new-product development
c. capitalize on experience to achieve and maintain competitive advantage
d. use a company-specific approach that is driven by corporate objectives and strategies with a well-defined new-product strategy at its core
e. do all of these things
10. Victorinex has long manufactured Swiss Army knives. As a result of 9/11 and changes in airline policy, the company experienced a decline of 30 percent in its sales. To compensate for this loss of sales, Victorinex developed a line of upscale Swiss Army watches. The Swiss Army brand gave the company credibility over other watch manufacturers and allowed the company to continue targeting sports-minded males between the ages of 18 and 35. Victorinex used which strategy to create new products?
a. new-to-the-world product
b. new product line
c. repositioned product
d. addition to a current product line
e. discontinuous innovation

AND MUCH MORE