The company mechanic suggested to the owner of Lincoln Cab

Question 1

1. The company mechanic suggested to the owner of Lincoln Cab Company that to increase the cars’ fuel efficiency the firm should install Cherry Bomb glasspack mufflers in all of the cabs. The owner, who was pleased the mechanic was concerned about the firm’s profitability, instructed the mechanic to install the new mufflers. In terms of the buying center, the mechanic filled the roles of:

   		initiator and influencer
   		decider and gatekeeper
   		initiator, decider, and user
   		user, influencer, and gatekeeper
   		user and decider

4 points

Question 2

1. Laptop ComputersJason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company’s sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy laptops for all the salespeople. Arno contacted the company’s purchasing agent Ron Talbot and authorized the purchase.Refer to Laptop Computers. Lee, Arno, Talbot, and the company’s sales force were all involved in the decision-making process for the laptop computer purchase. These people represent a:

   		purchasing group
   		decision board
   		purchasing department
   		planning group
   		buying center

4 points

Question 3

1. 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:

   		retail cooperative
   		direct investment venture
   		transactional relationship
   		strategic alliance
   		synergistic relationship

4 points

Question 4

1. One common instrument used in _____ situations is the purchasing contract.

   		reciprocal
   		straight-rebuy
   		new-buy
   		extended-rebuy
   		modified-rebuy

4 points

Question 5

1. Etruscan Railing CompanyEtruscan Railing Company makes railing that is used in sports arenas, nursing home corridors, queue houses at amusement parks, and many other places that are not as obvious. Its railing is molded into bicycle racks. You may also see city governments using the railing to make walkways over ravines and creek banks safer for pedestrian traffic. Hospitals also use the railing in their physical therapy departments, to keep the lines straight in the hospital cafeteria, and to prevent patients from falling out of hospital beds.Refer to Etruscan Railing Company. Etruscan has experienced a strong increase in railing sales as a result of the growth of college football. This increase in the demand for railings as a result of the demand for new football stadiums is called _____ demand.

   		joint
   		derived
   		inelastic
   		fluctuating
   		elastic

4 points

Question 6

1. For several years, the California Association of Pistachio Growers (CAPG) has purchased decorative tins for shipping its products from Decorative Arts, Inc. CAPG likes the attractiveness of the Decorative Arts tins but wants to have metal dividers added to the tins it buys. This would be an example of a new buy

   True

   False

4 points

Question 7

1. Since it has been medically proven that watching fish reduces anxiety, many physicians’ offices have installed large fish tanks in their waiting rooms. There has been a tank in Dr. McKinnon’s office for six years. Yesterday, his receptionist went to the pet store and purchased three replacement goldfish after a patient commented on the fact that there were no living fish in the aquarium. Which of the following statements correctly describes the buying center?

   		The patient was the decider.
   		The patient was the gatekeeper.
   		The receptionist was a decider, purchaser, and initiator.
   		The patient was an initiator and an influencer.
   		The receptionist was a gatekeeper.

4 points

Question 8

1. Laptop ComputersJason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company’s sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy laptops for all the salespeople. Arno contacted the company’s purchasing agent Ron Talbot and authorized the purchase.Refer to Laptop Computers. The role Lee played in the laptop computer purchase was:

   		decider
   		gatekeeper
   		influencer
   		initiator
   		user

4 points

Question 9

1. Wrestling MerchandiseMarket research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match. Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Wal-Mart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks.Refer to Wrestling Merchandise. Prior to the 1990s, professional wrestling tried to compete as a legitimate sport just like football and baseball. Now it uses the term “sports entertainment” when talking about what it is marketing to its fans. This is an example of the implementation of a(n) _____ strategy.

   		multisegment
   		product differentiation
   		undifferentiated marketing
   		target market
   		repositioning

4 points

Question 10

1. Atomic Ranchis a new magazine that targets people who grew up in ranch-style houses, now own ranch-style houses, and appreciate articles about the history of the style and sensitive makeovers that keep the essential ranch style while allowing for modern conveniences. Similar to magazines that target people who love Victorian houses, this new publication relies on _____ variables to identify its target market.

   		psychographic
   		demographic
   		usage rate
   		geodemographic
   		family life cycle

4 points

Question 11

1. SM: The Magazine for Single Motherswas introduced by Mystic Publications, Inc. in the fall of 2006. The first national bi-monthly consumer magazine for single mothers, SM has an independent editorial spirit and addresses the distinctive legal, family, and financial concerns of the many single mothers in the United States. The segmentation base used to define the publication’s target market was based on _____ variables.

   		geodemographic
   		geographic
   		demographic
   		lifestyle
   		psychographic

4 points

Question 12

1. Which of the following is NOT one of the four criteria identified in the text for successful market segmentation?

   		substantiality
   		identifiability and measurability
   		accountability
   		accessibility
   		responsiveness

4 points

Question 13

1. Hale Professional Landscaping, Inc. finds that the most difficult firms to provide service for are the _____. This group considers numerous, even unfamiliar suppliers, solicits bids, and carefully analyzes options; therefore, it requires a higher level of customer service and follow-up on quotations.

   		actualizers
   		strivers
   		satisficers
   		optimizers
   		early adopters

4 points

Question 14

1. E&V Bridal Studios, a wedding consulting business, only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies. What type of segmentation strategy does the wedding consultant use?

   		market aggregation
   		undifferentiated targeting
   		multisegment marketing
   		concentrated targeting
   		limited demand

4 points

Question 15

1. The closer together two brands are on a perceptual map the:

   		less perceptually alike they are
   		closer their prices are
   		more objectively alike they are
   		more likely an undifferentiated marketing strategy is in effect
   		more similarly perceived by consumers they are

4 points

Question 16

1. Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would “spend some time apart” from Ken, her long-term male doll companion. In addition, Mattel has developed a line of women’s clothing under the Barbie label. Sales of Barbie were flat in 2003 and fell in 2004. Mattel is _____ the Barbie brand in order to grow.

   		repositioning
   		demarketing
   		reverse engineering
   		showcasing
   		mass marketing

4 points

Question 17

1. Finding that having to pester mom to take them to get their film processed inhibited kids from taking pictures, Kodak introduced a camera set that included a single-use camera packaged with an envelope to mail the film back to Kodak for developing. Kodak’s segmentation plan used _____ segmentation.

   		ethnicity
   		income
   		age
   		gender
   		occupation

4 points

Question 18

1. InterfaceInterface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpeting manufactured from corn fiber, rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface’s CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and are not petroleum dependent.Refer to Interface. Which of the following is the BEST example of a nonmarketing-controlled information source for floor tiling?

   		a store display showing the various colors of tiles available
   		an ad inBetter Homes & Gardensfor floor tiles
   		a salesperson at a store that specializes in floor coverings
   		a brochure explaining why the corn-based floor tiles are superior to nylon ones
   		a discussion with co-workers about the best floor tiles to buy

4 points

Question 19

1. An attitude toward a product is:

   		easy to change
   		a person’s point of view about the product
   		the same as a belief
   		the same as “intention to buy”
   		of short duration

4 points

Question 20

1. A newly hired employee at a advertising agency chose the clothes she purchased for work by observing the clothes she saw worn inThe Apprentice, a popular television reality show. In this example, the women hoping to work for Donald Trump served as primary reference groups.

   True

   False

4 points

Question 21

1. Becca, a college student, tends to buy the same brands of toothpaste, shampoo, and deodorant as her _____, which is often the strongest source of group influence upon the individual for many product purchases.

   		psychographic group
   		social class
   		family
   		subculture
   		dissociative group

4 points

Question 22

1. As a marketing tool in the United States, social class:

   		is useful for lifestyle distinctions between groups
   		is just a simple measure of income level
   		offers few insights concerning consumer behavior
   		is not used because the United States is a classless society
   		has demonstrated that all classes of consumers shop in the same stores

4 points

Question 23

1. Wanda approaches the purchase decision of milk with much lower level of human involvement than the purchase of a new handbag due to:

   		opportunity costs
   		the fear of cognitive dissonance
   		situational factors
   		the social visibility of the two products
   		none of the choices influence involvement

4 points

Question 24

1. When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over five hundred cards before selecting the perfect one. This card (which cost $3.25) is properly designated a high-involvement product because of:

   		brand loyalty
   		situational factors
   		financial risk
   		cognitive dissonance
   		trial investment

4 points

Question 25

1. An external information search is especially important when:

   		there is a great deal of past experience
   		there are high cost associated with making an incorrect decision
   		the cost of gathering information is high
   		buying frequently purchased, low-cost items
   		there is little risk of making an incorrect decision