Chapter 1

A  Apple Newton

B  Nintendo’s Virtual Boy

C  Microsoft Zune

A  They limited purchases on their luxury cars to create demand.

B  They created separate brands for their luxury cars.

C  They stayed away from celebrity endorsements.

A  By initially limiting sales to Germany, global markets were shut out at the time of the release.

B  Its competitors had already released several luxury-model cars, so the 2006 market was flooded and sales were diluted.

C  Because the company’s base demographic expected affordable cars, this luxury car violated the expectations of the company’s target consumers.

A  selling tacos from a food truck

B  manufacturing delivery vans

C  providing technology services for company websites

A  a good deal

B  simple, understandable language

C  expertise and know-how

A  verifiable parental consent

B  confirmation of citizenship

C  proof of credit worthiness

A  an opinion leader

B  an influencer

C  a brand ambassador

A  Jenna buys a new wireless speaker based on a recommendation from a magazine called Audio Expert.

B  Jenna buys a piece of clothing she sees on her favorite fashion blogger’s website.

C  Jenna buys a water bottle that has been endorsed by her favorite athlete, Serena Williams.

A  Consumers in the same social class often exhibit similar purchasing behavior.

B  Social class is defined exclusively by a person’s income.

C  People in higher social classes will always purchase more expensive brands.

A  because the lines between ethnic groups are becoming less clear

B  because ethnic groups increasingly find such efforts offensive

C  because the mass media are having trouble reaching ethnic groups

A  culture

B  nation

C  philosophy

A  They are based on people’s values and beliefs.

B  They are determined by people’s genetic makeup.

C  They are set when a person is middle-aged.

A  operant conditioning

B  selective retention

C  subliminal advertising

A  a customer buying a pack of granola bars after trying an in-store sample

B  a customer buying three packs of granola bars to make sure she has enough for her family

C  a customer not buying granola bars because she is not very hungry

A  Evidence supports the effectiveness of shock advertising but not subliminal advertising.

B  Evidence supports the effectiveness of both shock advertising and subliminal advertising.

C  Evidence supports that subliminal advertising is more effective than shock advertising.

A  selective retention

B  perception

C  selective attention

A  Companies look at their target consumers to determine the needs and goals of the individuals and groups they are marketing to in order to make product and advertising decisions.

B  Companies try to craft marketing plans that address every level of Maslow’s hierarchy of needs.

C  Companies look at their target consumers and appeal to their self-actualization need, which is the highest level of Maslow’s hierarchy of needs.

A  to indicate that some needs are morally preferable to others

B  to indicate that some needs must be met before others can be pursued

C  to indicate that some needs require much more time to fulfill than others

A  measurements of age, gender, income, and education level

B  measurements of product preference and brand loyalty

C  measurements of attitudes, values, and lifestyles

A  Advertisers are attempting to appeal to consumers of all ages.

B  Advertisers are appealing to the cognitive age of consumers.

C  Advertisers are trying to remind consumers of their chronological age.

A  Men rarely shop and buy things quickly, while women shop frequently and take their time.

B  Men are loyal to certain brands, while women usually shop for something new.

C  Men only want to buy luxury items, while women are more practical in their spending.

A  your disposition

B  how you see yourself

C  how you would like to see yourself

A  a designer clothing store

B  a luxury car dealership

C  a discount food store

A  buying while feeling anxious or angry

B  buying with no planning or forethought

C  buying without having the money to pay

A  They cost much less than their cash value.

B  They are usually accepted by any retailer.

C  They can be purchased quickly and easily.

A  In both countries, people are “time sensitive” and want goods that are produced rapidly.

B  In both countries, people are “slow paced” and want goods and services that do not rush them.

C  In both countries, people are “time starved” and want goods or services that help them save time.

A  A man receives a coupon for a free tube of toothpaste with a purchase of dental floss, so he buys dental floss and uses the coupon.

B  A woman sees a display of socks by the register at a clothing store, so she adds a pair to her purchase.

C  A woman is out to dinner with her friends, and she orders an appetizer because all of her friends have ordered one.

A  the availability of cars to consumers

B  the cost of hiring sales representatives

C  physical conditions outside of the company’s control

A  layout planning

B  brick-and-mortar

C  atmospherics

A  to determine what strategies will deliver the best results

B  to understand which features and benefits to promote

C  to customize your marketing efforts to meet their needs

A  Smokey Bear encouraging people to properly extinguish their campfires

B  Cap’n Crunch encouraging people to enjoy a crunchy breakfast

C  LiMu Emu and Doug encouraging people to only pay for the insurance they need

A  For-profit and nonprofit marketing usually involve a different kind of exchange.

B  Nonprofit marketing does not engage in true marketing activities, but for-profit marketing does.

C  For-profit marketing is more effective than nonprofit marketing.

A  nonprofit, B2C company

B  for-profit, B2C company

C  for-profit, B2B company

A  their start-up budget

B  their target market

C  their market competitors

A  by creating new jobs to manage the disposal process

B  by appealing to consumers who care about ecological issues

C  by lessening the hassle associated with disposal

A  the replacement of a defective product with a new one

B  the conversion of one currency into another currency

C  the transaction of value between a buyer and seller

A  assembly line

B  transport company

C  supply chain

A  making sure that the user knows how to get the most out of the product

B  making sure that the user is able to finish paying for the product on time

C  making sure that the user is aware of similar products from other companies

A  the process of creating print, broadcast, or online accounts of current events

B  the process of building and maintaining a good image for a company

C  the process of evaluating a company’s operations in response to feedback

A  Customers may require information about the product to make a purchasing decision.

B  Companies want to have an interactive dialogue with their customers.

C  Because companies want to find out what customers think.

A  a tangible good, a bill of sale, and associated intangible services

B  a tangible good, a description of its value, and the place where it can be purchased

C  a tangible good, an intangible service, and the associated price

A  a mix of critical components that create a full marketing plan

B  a mix of considerations you should under

C  a mix of communications and advertisements about a product

A  Place

B  Promotion

C  Price

A  the research used to make decisions about the elements of marketing plans including Promotion, Price, Place, and Prod

B  the group of consumers who are most likely to be interested in your product or service, also known as your “offering”

C  fictional representations of people used to ensure appropriate marketing strategies

A  the process of creating, communicating, and delivering a product or service to customers

B  the strategy of imagining, developing, and implementing an effective advertising campaign

C  the method of researching, identifying, and targeting consumers likely to purchase a product