Chapter 1

A  Nintendo’s Virtual Boy

B  Apple Newton

C  Microsoft Zune

A  They stayed away from celebrity endorsements.

B  They created separate brands for their luxury cars.

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

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

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

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  providing technology services for company websites

C  manufacturing delivery vans

A  a good deal

B  simple, understandable language

C  expertise and know-how

A  proof of credit worthiness

B  confirmation of citizenship

C  verifiable parental consent

A  a brand ambassador

B  an influencer

C  an opinion leader

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

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

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

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

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

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

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  nation

B  philosophy

C  culture

A  They are determined by people’s genetic makeup.

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

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

A  subliminal advertising

B  selective retention

C  operant conditioning

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

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

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

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

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

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

A  selective attention

B  perception

C  selective retention

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

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

C  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.

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

B  to indicate that some needs are morally preferable to others

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

A  measurements of attitudes, values, and lifestyles

B  measurements of product preference and brand loyalty

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

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

B  Advertisers are appealing to the cognitive age of consumers.

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

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

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

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

A  how you would like to see yourself

B  how you see yourself

C  your disposition

A  a discount food store

B  a designer clothing store

C  a luxury car dealership

A  buying while feeling anxious or angry

B  buying with no planning or forethought

C  buying without having the money to pay

A  They are usually accepted by any retailer.

B  They can be purchased quickly and easily.

C  They cost much less than their cash value.

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

B  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.

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

A  the availability of cars to consumers

B  physical conditions outside of the company’s control

C  the cost of hiring sales representatives

A  layout planning

B  brick-and-mortar

C  atmospherics

A  to customize your marketing efforts to meet their needs

B  to determine what strategies will deliver the best results

C  to understand which features and benefits to promote

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

B  Smokey Bear encouraging people to properly extinguish their campfires

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

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

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

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

A  for-profit, B2B company

B  nonprofit, B2C company

C  for-profit, B2C company

A  their target market

B  their start-up budget

C  their market competitors

A  by creating new jobs to manage the disposal process

B  by lessening the hassle associated with disposal

C  by appealing to consumers who care about ecological issues

A  the transaction of value between a buyer and seller

B  the replacement of a defective product with a new one

C  the conversion of one currency into another currency

A  supply chain

B  assembly line

C  transport company

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

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

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

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

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

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

A  Because companies want to find out what customers think.

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

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

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

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

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

A  a mix of considerations you should under

B  a mix of communications and advertisements about a product

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

A  Price

B  Place

C  Promotion

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

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

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