MAR 3023

MIDTERM 2

FALL 2013

1.Whenconsumersconsideralltypesofhouseholdcleaners,theyareconsideringthe__________of
householdcleaners.Whenconsumerslimittheirchoiceofhouseholdcleanerstoonlythosethatcomeinspray
bottles,theyareconsideringa__________ofhouseholdcleaners.
A.productline;productmix
B.productgroup;productbrand
C.productform;productline
D.productclass;productform
E.productclass;productbrand

2.Aproductmanagerissometimescalleda(n)_____.
A.promotionsmanager
B.salesmanager
C.brandmanager
D.chiefmarketingofficer(CMO)
E.SKUmanager

3.Awikiisa
A.websitewhosecontentiscreatedandeditedbytheongoingcollaborationofendusers.
B.businessorientedwebsitethatletsuserscreateprofilesforprofessionalnetworking.
C.webpagethatservesasapubliclyaccessiblepersonaljournalforanindividualororganization.
D.websitewhereuserscreateapersonalprofile,add"friends,"andexchangemessagesandphotoswiththem.
E.uniquetypeofInternetbrowserwheresearchresultsarepersonalizedforeachuser

4.Appleisusingcommunicationstheorytodevelopitspromotionalstrategyforitsnewestproduct,theiPhone
5c.TheyhavebeenadvertisingonvariousTVnetworks,inmagazines,viaTwitter,andontheirownwebsiteto
promotethenewphone.Apple'smediachoicesareexamplesofthe_____conceptincommunicationstheory.
A.Audience
B.Feedback
C.Message
D.Source
E.Channel

5.Whichofthefollowingmarketingreasonsisthemostimportantfactorinnewproductfailure?
A.Noeconomicalaccesstobuyers
B.Poorproductquality
C.Insignificantpointofdifference
D.Badtiming
E.Poorexecutionofthemarketingmix

6.InabrainstormingsessionforanewGatoradeproduct,themembersofthemarketingdepartmentagreedthat
thebenefitsofthenewproductcouldbestbepromotedbydirectlycomparingittoothersportsdrinksonthe
market.Intermsofthecommunicationprocess,thetranslationofthisideaintoanactualadcampaignisan
exampleof_____.
A.Channeling
B.Sourcing
C.Decoding
D.Translating
E.Encoding

7.Oneoftheprimarydifferencesbetweentangiblegoodsandservicesinvolvesaconsumer'sabilitytomake
prepurchaseevaluations.Forexample,consumerscaneasilyevaluateshoes,jewelry,andskisbeforemakinga
purchase.Ontheotherhand,consumerscanevaluateservicessuchasrestaurants,skiinstructors,andtanning
salonsonlyduringoraftertheirpurchase.Tangibleproductshavemore__________properties,whereas
serviceshavemore__________properties.
A.personal;impersonal
B.search;experience
C.inconsistent;consistent
D.gap;encounter
E.experience;search

8.Ashley'sfavoriterestaurantisTheFlyingDinosaur,becausetheyservedinosaurshapedsteaks.Butthelast
timeshewent,thesteakwasn'tdinosaurshaped.Itlookedmorelikeapoodle.AshleypostedonFacebookhow
upsetshewas,andthatshewouldnevergotoTheFlyingDinosauragain.Whatcharacteristicofservices
marketingdoesthisscenarioillustrate?
A.Inconsistency
B.Inventory
C.Inseparability
D.Intangibility
E.Irresponsibility

9.Apioneeringad
A.assurescurrentuserstheymadetherightchoice.
B.reinforcespreviousknowledgeofaproduct.
C.tellspeoplewhataproductis,whatitcando,andwhereitcanbefound.
D.showsonebrand'sstrengthsrelativetothoseofcompetitors.
E.promotesaspecificbrand'sfeaturesandbenefits.

10.AllisonhasjustgraduatedfromUFandlandedherfirstjobasamarketanalystforapapercompanyin
Gainesville.ThefirsttasksheisassignediscalculatingtheBDIandCDIfordifferentterritoriessheisin
chargeofinordertoseewherehercompanyshouldinvesttheirresources.WithintheFloridamarketthereare
10millionconsumersandhercompany'ssalesarecurrently$6million,whereasthepaperindustryasawholeis
selling$10millioninFlorida.Onanationallevel,thereare100millionpeopleinthetargetmarket,thepaper
categoryasawholeisselling$100million,andhercompany'ssalesare$50million.WhataretheCDIand
BDIforFlorida,respectively?
A.120,100
B.1,.83
C.100,83
D.1,1.2
E.100,120

11.IfNuclearPowerInc.runsanadvertisementhighlightingthecompany'senvironmentalresponsibility,what
kindofadvertisementisthis?
A.ProductAdvertisement
B.InstitutionalAdvertisement
C.HardSellAdvertisement
D.CommunicableAdvertisement
E.OperationalAdvertisement

12.Businessproductsreferto
A.productsthataresoldexclusivelytobusinesses.
B.suppliesnecessaryforthedaytodayoperationsofabusiness.
C.prototypesthatwon'tactuallybeconstructeduntilasalehasbeenmade.
D.ancillaryservicesnecessaryfortheoperationofabusiness.
E.productsorganizationsbuythatassistinprovidingotherproductsforresale.

13.Mr.SantosworksforFanCo.,acompanythatsellsoversizedfanstolargeconsumervenueslikeindoor
stadiumsandconcerthalls.HeisresponsibleforsellingfansanywhereinthestateofFlorida;thecompanyalso
hassalespeopleresponsibleforsellingfansineveryotherstateinthecountry.Whattypeofsalesforce
organizationalstructuredoesFanCo.have?

I. Productline
II. Typeofaccount
III. Regional

A.Ionly
B.IIandIIIonly
C.IandIIIonly
D.IIonly
E.IIIonly

14.WhenthenewlifesizeDancingPumpkinHalloweendecorationhitthemarket,theownerofthefirmmade
anagreementwithPartyCityandpaidforapercentageofPartyCity'sHalloweenTVcommercialthatfeatured
theDancingPumpkin.Thisisanexampleof:
A.ProductPlacement
B.APremium
C.Barter
D.ConsumerSalesPromotion
E.CoopAdvertising

15.Sethisinneedofcarinsurance.HeinitiallywassimplygoingtouseProgressive,theinsurancecompany
thathisfatheruses.LastWednesday,whileSethwaswatchingTV,hesawanadvertisementforGeico
featuringatalkingcamel.TheadvertisementreallyamusedSeth,andhelaughedoutloud.Later,hecouldn't
helpbutsmileandrecallthattheGeicoadpromisedtosavehim"15%ormore"onhiscarinsurance.Finally,
SethdecidestopurchasecarinsurancefromGeico.ThetheorythatbestdescribeswhySethchoseGeicois:
A.HierarchyofNeeds
B.LowInvolvementHierarchyofEffects
C.DualMediationTheory
D."HumpDay!"Hierarchy
E.HighInvolvementHierarchyofEffects

16.Whichofthefollowingisnotapossiblesourceofnewproductideas?
A.Research&Development
B.crowdsourcing
C.employeesuggestions
D.simulatedtestmarkets
E.competitors'products

17.DevonisresearchingthestrengthsandweaknessesofCocaCola.ShenoticesthatalthoughCocaCola
changesitsadvertisingovertime,thegeneralthemesremainthesame.Particularly,thebrandisknownfor
reinforcingtheideasofhappiness,togethernessandrefreshmentinitsglobalads.Indoingso,CocaColais
demonstratingwhichpromotionalmixcharacteristic?
A.Complementarity
B.Consistency
C.DifferentTasks
D.Reliability
E.Redundancy

18.Performancemeasuresforsocialmediaaredividedintotwotypes:__________and__________.
A.traditionalmediacosts;socialmediacosts
B.thoselinkedtoinputsorcosts;thosetiedtotheoutputsorrevenues
C.numberofphotosuploaded;numberofcharacterstypes(comments,tweets,etc.)
D.numberofviewsofaYouTubevideo;aviralvideoonVimeo
E.purchasesmadeonline;purchasesmadeinastoreasaresultofalinkfromasocialmediawebsite

19.Testsconductedafteranadvertisementhasbeenseenbythetargetaudience(e.g.,aprintadinamagazine
oraTVcommercialthatranduringprimetime)todeterminewhetheranadaccomplisheditsintendedpurpose,
arereferredtoas__________.
A.trackingtests
B.pretests
C.posttests
D.jurytests
E.exposuretests

20.Hershey'sisbestknownforitsoriginalcandy,theHersheyKiss.EveryoneknowswhataHersheyKissis,
andhastriedone.MostpeoplethinkoftheHersheyKissasafun,sweet,highquality,chocolatecandy.
Recently,marketanalysishasshownthat,althoughHersheyKissesareverypopular,consumersarewillingto
eatadifferenttypeofcandyifHersheyKissesarenotreadilyavailable.Inthisscenario,HersheyKissesare
lackinginwhatcomponentofbrandequity?
A.Loyalty
B.Awareness
C.Associations
D.Fitchannelneeds
E.Perceivedquality

21.Therearefivekeydimensionsofservicequality:
A.reliability,competence,alacrity,fairness,andproductknowledge.
B.reliability,responsiveness,competence,courtesy,andempathy.
C.reliability,tangibility,responsiveness,assurance,andempathy.
D.honesty,respect,empathy,reliability,anddiligence.
E.knowledge,responsiveness,respect,diligence,andhonesty.

22.JadeisaregularshopperatPublix,alargegrocerystorechainthatsellsallofherfavoritebrands.Oneday,
whilebrowsingthroughthechipaisle,JadenoticesanewflavorofDoritosthatshehasnotseenbefore.At
home,JadeunloadshergroceriesandtakesoutthebagofDoritos.Sheopensthebagandtriesone,andtoher
surpriseshereallyenjoysthetaste.Inthisscenario,whattermcanbeusedtodescribetheactofJadetastingthe
Doritos?
A.Pointofpurchase
B.Sampling
C.Firstmomentoftruth
D.Secondmomentoftruth
E.Brandproliferation

23.HewlettPackardrecentlyshifteditsentireU.S.salesforceintohomeofficesandsavedmillionsinstaff
salariesandofficerentdespitetheexpenseofequippingeachhomeofficewithanotebookcomputer,
fax/copier,mobilephone,twophonelines,andofficefurniture.Suchdecreasedsellingcostsareamongthe
benefitsof__________.
A.directselling
B.salesforcenetworking
C.salesforceautomation
D.accountmanagementpolicies
E.inboundteleselling

24.ANabiscodisplayinthegrocerystoreisdesignedtomaximizetheconsumer'sattentiontolunchboxand
afterschoolsnacks.Itisplacedinahightrafficareaofthestore.Thistypeofsalespromotionisreferredtoas
__________.

A.aproductplacement
B.afreestandinginsert
C.apointofpurchasedisplay
D.adeal
E.asample

25.Periodsofadvertisingscheduledbetweenperiodsofnoadvertisingtoreflectseasonaldemand,represent
the__________scheduleofadvertising.
A.pulsing
B.burst
C.steady
D.dripping
E.flighting

26.StephanieandKayviouswenttoalocalrestaurantfortheiranniversary,Stephanieorderedaveggieburger
becausesheprefersnottoeatbeef.RightbeforeStephaniebitintoherburger,Kayviousnoticedthatitwasnot
aveggieburger.Theserverimmediatelybroughtheraveggieburger.Later,themanagercamebyto
apologize,andmadesureeverythingwasOKwiththeirmeal.Thisisanexampleofwhattypeofservice
recovery,usingtheDisneytypologydiscussedinclass?
A.Hero
B.Empathy
C.RedCarpet
D.Superman
E.Fixit

27.KatieownsherownvintageclothingstorecalledKatie'sKloset.Katie'sKlosetsellsusedclothesdatingall
thewaybacktothe1920's.Afterdoingsomemarketresearch,shownbelow,whatshouldbeKatie's
promotionalobjectiveforthenextyear?

100%Totalpotentialmarket
90%Aware
81%Knowledgeable
73%Like
65%Intend
62%Buy

A.ToincreaseintentiontogotoKatie'sKloset
B.ToincreasetheknowledgepeoplehaveaboutKatie'sKloset
C.ToincreasethenumberofpeoplethatlikeKatie'sKloset
D.ToincreasethenumberofpeoplewhoactuallybuyclothingfromKatie'sKloset
E.ToincreaseawarenessofKatie'sKloset

28.KarolinaisobsessedwithasmalllocalstorecalledBullseye,andespeciallywiththeirfoodbrandBolt,
whichissoldonlyatBullseye.Shewillnotshopatanyotherspecialtyretailgrocerystore,asthisisherone
stopshop.ShebuysonlyBoltpasta,salsa,cereal,granola,yogurtandmilk.TheBoltbrandisanexampleof:
A.Amixedbrand
B.Anationalbrand
C.Agenericbrand
D.Aprivatelabelbrand
E.Licensing

29.

Figure111aboverepresentsthestagesoftheproductlifecycle.Whatdoesthecurvelabeled"Y"represent?
A.totalindustrysalesrevenue
B.totalresearchanddevelopmentcosts
C.totalindustryprofit
D.totalvariablecosts
E.totalfixedcosts

30.Amyislookingforanewbrandoflaundrydetergent,astheonesheusesnowleavesherfeelingitchy.
WhilewatchingherfavoriteTVshow,Revenge,sheseesacommercialforTidepods.Sheisintriguedbythe
colorsoftheproduct,howsimpleitistouse,andthehappinessofthefamilyusingtheproduct.Amydecides
togotoWalmartandpurchaseapackofTidePodstotrythemout.Afterdoingafewloadsoflaundrywith
TidePods,shenoticesshedoesn'tfeelitchyanymoreandherclothesaresofterthanever.Shegivesawayall
heroldliquiddetergentanddecidesshewillonlybeusingTidePodswhendoinglaundry.Whichofthe
followingdescribestheorderofthestepsinAmy'sindividualleveladoptionprocess?
A.Awareness,Interest,Evaluation,Trial,Adoption
B.Awareness,Interest,Trial,Evaluation,Adoption
C.Awareness,Interest,Adoption,Trial,Evaluation
D.Evaluation,Interest,Trial,Awareness,Adoption
E.Interest,Awareness,Trial,Evaluation,Adoption

31.YouareabrandmanagerforApple'siPhone.Basedonthemultiattributemodel,whatstrategywouldgive
youthebiggestadvantageoveryourcompetitors?(Allnumbersarebasedona10pointscaleasshownin
lecture.)

ATTRIBUTE
STYLE
DURABILITY
CAPABILITIES
LOWPRICE

IPHONE
9
8
7
4

BRANDS
SAMSUNG
7
8
5
6

DROID
5
9
6
9

IMPORTANCE
4
6
9
8

A.Increasetheimportanceofcapabilities
B.IncreasetheiPhone'sratingonlowprice
C.IncreasetheiPhone'sratingonstyle
D.Increasetheimportanceofstyle
E.IncreasetheiPhone'sratingoncapabilities

32.Mattwantstoimpresshisgirlfriendbytakinghertothebestrestaurantintownfortheiranniversary.
WhileheisponderingideasandwatchingGrey'sAnatomy,acommercialcomesonadvertisinganew
restaurantintown,HawaiianParadise.Fromthecommercialthefoodlooksgreatandthelivemusicwouldset
aromanticmood.Mattdecidedtotakehisgirlfriendtotherestaurantthatweekend.HawaiianParadise's
commercialisanexampleofwhatkindofsource?
A.Personal,Independent
B.Independent,MarketerControlled
C.Impersonal,MarketerControlled
D.Personal,MarketerControlled
E.Impersonal,Independent

33.JenhasasalescallscheduledwiththeVPofPurchasingatCocaColaonFriday.Jenjustlandedanew
salespositionwithABCPlastics,Inc.andhasnevercalledontheVPbefore.ShetextsKaren,whousedtocall
ontheCocaColaVPandhadagoodrelationshipwithhim.Jenasksherabouthislikesanddislikesandwhat
hisproductneedshavebeeninthepast.WhatstageofthesalesprocessisJenexecuting?
A.Presentation
B.Approach
C.Meeting
D.Call
E.Preapproach

34.ApopulargameinthesmartphoneappindustryisMinionRush,basedonthepopularmovieDespicable
Me.AroundthebeginningofOctobertheyreleasedaHalloweenupdatethatmadeoneofthelevelsspookier,
justintimefortheholiday.Thedevelopersdidthistokeeptheirproductmorerelevanttoconsumersand
therebyextendtheproductlifecycle.Rebekah,whooriginallywasanavidplayerofMinionRushbutwas
slowlydriftingaway,wasimpressedbytheupdateandbeganplayingthegamemorefrequently.Whattypeof
strategyisthis?
A.MarketPenetration
B.ProductModification
C.ProductFormation
D.MarketDevelopment
E.ProductRepositioning

35.Companiescanemployseveraldifferentbrandingstrategies.InFigure117above,"A"representsa
__________strategy.
A.multiproductbranding
B.retailerbranding
C.privatebranding
D.mixedbranding
E.multibranding

36.Procter&GambleintroducedOldSpiceHighEnduranceantiperspirant,targetedtoteenagedboyswho
don'twatchmuchTV.P&Ghandedoutsamplesatskateboardingeventsandsponsoredacontestforhigh
schoolfootballplayeroftheyear.P&Gemphasizedwhichpromotionalelementinthisexample?
A.advertising
B.personalselling
C.wordofmouth
D.publicrelations
E.salespromotion

37.AmericanpopstarMileyCyrushasrecentlybeeninthenewsforherwildanticsandcontroversial
performanceattheMTVVideoMusicAwards.Capitalizingonalltheattentionandinspiredbyherlatesthit
single,Mileyhasdecidedtolaunchhernewlineof"WreckingBall"swingsetsforherfanstopurchase.
Unfortunately,eventhoughtheproductissimpleandeasytouse,manyconsumersdonotunderstandthe
purposeoftheproductorwhentouseit.Tohelpcorrectthis,Mileydemonstrateshernewswingsetatevery
concertsheperforms.WhatfactorthatiscontributingtotheslowrateofdiffusionofthisnewproductisMiley
tryingtoaddressinherconcerts?
A.Risk
B.Compatibility
C.Communicability
D.RelativeAdvantage
E.Complexity

38.JuneandAlicewentontheirannualtriptoHalloweenHorrorNightslastweekend.Overthelastfewyears,
theyhadnoticedadeclineintheoverallfearfactoratthepark.Thisyear,however,asidefrombeing
completelyscaredoutofthewits,theynoticedsomedifferencesattheparkfromlastyear:morefrightening
architectureineachsectionofthepark,scariersignage,andeventheemployees'morebelievablecostumesand
makeup.HalloweenHorrorNightsimprovedwhichRATERdimensionofservicequality?
A.Responsiveness
B.Empathy
C.Assurance
D.Reliability
E.Tangibles

39.NicoleownsacakeshopandwantstogeneratenewHalloweenthemedideas.Sheplacesa"GetCreative"
tabonherwebsitesopeoplecansubmitnewcakesuggestions.Nicolechoosesthebestholidaythemedideas
eachweektosellinhershopandrewardsthepeoplewhosubmittedtheideaswithacateredHalloweenpartyby
Nicole'sCakes.Nicoleisusing____tohelpgrowherbusiness.
A.PrototypeDevelopment
B.ProductTrial
C.Crowdsourcing
D.MarketTesting
E.ConceptTesting

40.WhatdotheUnitedStatesPostalService,theU.S.ParkService,andalocalfiredepartmenthavein
common?
A.Theyneverexperienceidleproductioncapacity.
B.Theydonotfitontheservicecontinuum.
C.Theyareallprivatelyownedcompanies.
D.Capacitymanagementisnotanissuefortheseorganizations.
E.Theyareallgovernmentsponsoredserviceproviders.

41.Socialmediadeliberatelyseektoensurethatthemessagedoesnotendwithanindividualreceiver.Social
mediaseektoreach__________.
A."activereceivers"
B."followers"
C."twowayreceivers"
D."endreceivers"
E."connections"

42.Patty'sPartyisintheprocessofdevelopinganewlineofHalloweencostumescalledCreepyCostumes,
whichcomewithcostumes,facemakeup,andhairwigs.Theyaremoreexpensivethantheirusualcostumes,
butaremore"complete".PattydoesafinancialanalysisandseesthatCreepyCostumescouldproducelarge
profits,ascustomerswouldratherbuyonepackagewithafullcostumethenlookforseparatesupplies.Patty
thencreatessmallcollectionofCreepyCostumesandbringsconsumersintoatestingfacilityintheNewYork,
NYareatotrythemout.Whichstepsofthenewproductplanningprocessesaredescribedhere?

I. FeasibilityScreening
II. BusinessAnalysis
III. PrototypeDevelopment
IV. ConceptTesting
V. ATestMarket

A.II,III,andIVonly
B.IIandIIIonly
C.IIonly
D.IIIandIVonly
E.I,III,andVonly

43.AnewbeveragebySnappleiscurrentlybeingsoldonlyinthewesternUnitedStates.Overthenextyear,
SnappleplanstointroducethebeveragesequentiallyintoareasintheMidwestandintheeasternU.S.Thisis
referredtoasa

A.marketproductexpansion.
B.regionalrollout.
C.limitedrollout.
D.phasedrollout.
E.phasedcommercialization.

44.TheEnclaveApartmentcomplexofGainesvilleoffers$200toresidentsforreferringnewpeoplethatend
upsigningleasesthere.Thisreferralprocessisanexampleofwhichstageinthesellingprocess?
A.Preapproach
B.Presentation
C.Prospecting
D.Closing
E.Approach

45.MichaelBrandon(M.B.)ownsAlferAssociates,acompanythatproducesonly"M.B.A."brandboots.A
newlineof"M.B.A."bootshitsthemarketeverysixmonths.LastJanuary,however,salesweredownand
MichaelBrandonthoughtitwouldbeagoodideatobeginproducing"M.B.A."cologneinadditiontothe
"M.B.A."bootsinordertoattractmorebusiness.AlferAssociatesadding"M.B.A."brandcolognetoits
productmixisanexampleof:

I. categoryextension
II. lineextension
III. familybranding
IV. cobranding

A.IIonly
B.Ionly
C.IVonly
D.IIandIIIonly
E.IandIIIonly

46.DiamondLineisadistributorofeverythingafloristneedstocreateabeautifularrangementexceptthe
flowers.Itsellsto5,000flowershopsand10,000supermarketsnationwide.Eachfloristiscalledonfourtimesa
monthandeachsupermarketiscalledontwiceamonth.(Assumea52weekcalendaryearandthateach
salespersontakesafourweekvacation.)Asalescalltoafloristtakesonehourofsellingtime,andasalescall
toasupermarkettakestwohoursofsellingtime.Anaveragesalespersonspends1,200hoursperyearmaking
salescalls.CalculatethenumberofsalespeopleDiamondLineneedstocoveritsaccountbase.Thenumberof
salespeopleitneedsis__________.
A.480
B.200
C.675
D.600
E.720

47.CaseyhasjustfinishedwatchingtheLordoftheRingstrilogy.Althoughhehadneverseenthemovies
before,CaseylikedthemsomuchthathedecidedtospendallofhisallowanceonLordoftheRingsaction
figures,swords,andafullcostume.Atschoolthenextday,Caseytellsallofhisfriendsatlunchaboutthe
moviesandtheydecidetoforma"LordoftheRings"club.TheclubmeetseverySunday,wheretheywatch
oneofthemovies,tradeLordoftheRingsmerchandise,andevenhaveswordfights.Inthisexample,theclub
isa(n):
A.Association
B.Consumerrelationship
C.Brandcommunity
D.Lineextension
E.Categoryextension

48.Ifanewgroceryproductdoesnotachieveapredeterminedsalestarget,someretailersrequireapenalty
paymentbythemanufacturertocompensatethemforsalesthatitsvaluableshelfspacefailedtomake.Whatis
thistypeofpaymentcalled?
A.shelfspaceallowance
B.aslottingfee
C.afailurefee
D.anopportunitycostcharge
E.productdisplacementfee

49.TheGirlScoutshaveanewproducttheyaresellingforHalloween.Itis,ofcourse,anewtypeofcookie,
butterscotchflavoredanddecoratedwithicingonthetoptoresembleapumpkin.TheheadoftheGirlScouts
giveseachgirlinstructionstogodoortodoorandaskhomeownersiftheywouldbeinterestedinpurchasing10
boxesofcookies.Iftheydecline,theScoutsaretoldtoaskthehomeownertopurchasejustoneboxofcookies
tosupporttheirtroop.Thisapproachtosellingis:
A.Doorintheface
B.AdaptiveSelling
C.Ingratiation
D.Footinthedoor
E.Bribery

50.Manyrestaurantsnowaskconsumerstoevaluatetheirexperienceonashortquestionnairewhentheypay
theirbill.Thisassessmentofconsumerexpectationsandtheactualexperiencetheyhadiscalleda__________.
A.serviceencountersurvey
B.gapanalysis
C.serviceaudit
D.customercontactaudit
E.customerprofileanalysis

51.Recently,JessicawaswatchingTheBigBangTheory.Duringthatparticularepisode,Raj,oneofthemain
characters,wasinaseriousrelationshipwithSiri,theintelligentpersonalassistantthatispartofhisApple
iPhone.Herepeatedlyprofessedhisloveforherbutsherejectedhimpolitely.Inthisepisode,Siri'srolecanbe
seenasanexampleof:
A.AnInfomercial
B.ProductPlacement
C.ASponsorship
D.GuerrillaMarketing
E.EventMarketing

52.Partnershipsellingrefersto__________.
A.thepracticewherebybuyersandsellerscombinetheirexpertiseandresourcestocreatecustomizedsolutions,
committojointplanning,andsharecustomer,competitive,andcompanyinformationfortheirmutualbenefit,
andultimatelythebenefitofthecustomer
B.thepracticeofusinganentireteamofprofessionalsinsellingtoandservicingmajorcustomers
C.anillegalpracticewherebybuyersandsellerscombinetheirexpertiseandresourcestosharecustomer,
competitive,andcompanyinformationfortheirpersonalbenefit
D.thecreationofcrossfunctionalsellingteamsdesignedtoprovidetheultimateconsumerwiththebest
possibleproductandservice
E.alegalbutunethicalpracticewherebybuyersandsellerscombinetheirexpertiseandresourcestoshare
customer,competitive,andcompanyinformationfortheirpersonalbenefit

53.Tradinguprefersto_____.
A.reallocatingmarketingresourcesfromapoorlyperformingtargetmarkettoonethatdemonstratesgreater
potentialforfuturegrowth
B.addingvaluetotheproduct(orline)throughadditionalfeaturesorhigherqualitymaterials
C.addingproductfeaturesbutreducingtheprice
D.offeringconsumersadiscountwhentheypurchaseamoreexpensiveversionoftheproduct
E.changingthedistributionchannelmemberstohigherservicequalityretailers

54.BridgethasbeenwaitingmonthsandmonthsforWarnerBrothers'DVDreleaseof"TheGreatGatsby."
BridgetlovesBazLurtmann'srenditionofF.ScottFitzgerald'sclassicnovel.Fortherelease,WarnerBrothers
isthrowinga"RoaringTwentiesParty"wherefanslikeBridgetareencouragedtodressupintheirbest1920's
attire,drinkcocktails,andlistenanddancetomusicfromthefilm.Attheparty,fanswillbeabletopurchase
"TheGreatGatsby"DVDwhentheclockstrikesmidnight.WarnerBrothersisusing:
A.Sponsorship
B.GuerrillaMarketing
C.EventMarketing
D.ProductPlacement
E.ViralMarketing

55.UsetheinformationinthetablebelowtocalculateCustomerLifetimeValueforthreelevelsofLollicup
customers.IfBillisalevel3customerandQiQiisalevel1customer,howmuchmorevaluableisBillthan
QiQi?

Visits/week
$pervisit
AverageLife

Level1
0.7
$3.50
1.2years

Level2
1.2
$4.00
3.5years

Level3
2.0
$5.50
7years


A.$4,004.00
B.$3,851.12
C.$152.88
D.$873.60
E.$74.06

56.CoolMaxisafabricmadebyDuPont.Itisusedinthemanufactureofexerciseclothesbecauseitkeepsthe
user"coolanddry."TheadsforthefabricinhealthandfitnessmagazinesconvincedKumartobuyapairof
CoolMaxcrewsocks.SincehehadneverbeforeownedanythingmadewithCoolMax,Kumarwasinwhich
stageofthehierarchyofeffects?

A.diffusion
B.interest
C.trial
D.innovation
E.evaluation

57.Whatisshownabove?

I. Brandname
II.
Brandmark
III.
TradeCharacter
IV.
Logo

A.IIIonly
B.I,II,andIVonly
C.IandIIonly
D.Ionly
E.IIonly

58.Danielhasjustbrokenupwithhisgirlfriendandislookingforacompaniontofillthevoidinhislife.He
sitsdowninhisofficeandstartssearchingonlineforpotentialplacesthathecouldfindanewpet.Aftermuch
research,Danieldecidesthatheisgoingtotakeaweektothinkrealisticallyabouttheresponsibilitiesofcaring
foradog.Thenextday,DanielsitsdownathiscomputerandlogsontoESPN.Tohissurprise,anadonthe
sideofthepageisadvertisinglocalpetadoptionagenciesinhisarea.Inthisexample,Danielhasexperienced
____.
A.BehavioralTargeting
B.AnNSAprobe
C.SponsoredLinks
D.Permissionemail
E.Coopadvertising

59.WhenMargotcalledthetollfreenumbertoorderonedozenwaterliliesfromtheVanNessWaterGardens
website,thefirmwasusing__________.
A.socialnetworking
B.interactivemarketing
C.outboundtelemarketing
D.multichannelselling
E.inboundtelemarketing

60.Theresultofoffersthatcontainalltheinformationnecessaryforaprospectivebuyertomakeadecisionto
purchaseandcompletethetransactionisreferredtoas__________.
A.directorders
B.prospectbid
C.leadgeneration
D.indirectorders
E.trafficgeneration

Fall 13 MT 2 Key

1. (p. 272) D
2. (p. 274) C
3. (p. 493) A
4. (p. L66) E
5. (p. T251-252) C
6. (p. T432) E
7. (p. 303) B
8. (p. L59) A
9. (p. 458) C
10. (p. L52) E
11. (p. L82) B
12. (p. 244) E
13. (p. L78) E
14. (p. L75) E
15. (p. L73) C
16. (p. T254-256) D
17. (p. L66) B
18. (p. 505-506) B
19. (p. 476) C
20. (p. L53) A
21. (p. 304) C
22. (p. L75) D

23. (p. 539) C

24. (p. 481) C
25. (p. 474) E
26. (p. L61) E
27. (p. L68) A
28. (p. L53) D
29. (p. 266-267) C
30. (p. L57) B
31. (p. L69) B
32. (p. L67) C
33. (p. L77) E
34. (p. L51) B
35. (p. 282) A
36. (p. 437) E
37. (p. L58) C
38. (p. L61) E
39. (p. L56) C
40. (p. 302-303) E
41. (p. 502) A
42. (p. L57) B
43. (p. 259-260) B
44. (p. L77) C
45. (p. L54) E
46. (p. 534) D
47. (p. L55) C
48. (p. 260) C

49. (p. L78) A

50. (p. 304) B
51. (p. L65) B
52. (p. 520) A
53. (p. 277) B
54. (p. L66) C
55. (p. L62) B
56. (p. 444) C
57. (p. L52) B
58. (p. L74) A
59. (p. 521) E
60. (p. 451) A