Page 8. If a company uses a marketing concept and market-oriented philosophy, consumer dissatisfaction would first result in:a. Increased marketing expendituresb. Modified sales presentationsc. Changed advertising campaignsd. Revised pricing structurese. Consumer analysis and strategy and/or product revisions

Page 15. In 1990, Encyclopedia Britannica earned more than $40 million after taxes. Just four years later, after three consecutive years of losses, the sales force had collapsed. Britannica managers saw that competitors were beginning to use CD-ROM to store huge masses of information, use less space, and reduce costs, but they chose to ignore the new computer technology. If Britannica had defined its business as providing information instead of publishing books, it might not have suffered such a precipitous fall. Encyclopedia Britannica failed to:a. define their mission in terms of the benefits its customers seekb. ignore the marketing concept of serving customer needs and wantsc. realize that "customers only want what they know"d. to have a sales orientatione. empower the consumer

Page 34. By defining its business as "making movies" instead of "entertainment," a Hollywood movie studio was engaging in:a. Market segmentationb. Product differentiationc. Market developmentd. Strategic planninge. Narrow business definition

Page 38. Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price. The manufacturer of Bentley automobiles has created a(n) _____ competitive advantage.a. value-enhancedb. mass-marketingc. functionald. nichee. social class-oriented

Page 44. Vlasic Foods International analyzed its business in Swanson frozen dinner pot pies and found it had a small market share in a market that was stagnant. The recommended strategic option is to:a. cultivateb. reapc. holdd. diveste. build

Page 64. Your firm is planning to develop a product, service, or idea that would combat the poverty of time problem. Which of the following ideas would best help target this problem?

a. the creation of a supermall, containing millions of square feet of shopping space and hundreds of stores from which customers can shop

b. exotic foreign shopping excursionsc. computerized shopping servicesd. do-it-yourself garden equipmente. cooking-from-scratch classes

Page 112. The lowest risk for a company that decides to enter global marketing would be found in a structure involving:a. exportingb. licensingc. contract manufacturingd. joint venturese. direct investment

Page 122. Goodyear provided China with materials and training for a printing plant in exchange for finished labels. This is an example of a(n):a. exchange controlb. price controlc. tariffd. countertradee. joint venture

Page 150. Marketing managers often use in-store promotions to stimulate sales of:a. technical productsb. high-involvement productsc. high-priced productsd. industrial productse. low-involvement products

Page 200. The set of all persons in an organization who become involved in the purchasing process is called the:a. buying centerb. purchasing departmentc. purchase agentd. decision boarde. controller's office

Page 215. To be useful, a segmentation scheme must produce segments that meet four basic criteria:a. Segmentable, targetable, noncannibalistic, and ballisticb. Materiality, ethical responsibility, causality, and accessibilityc. Substantiality, identifiability and measurability, accessibility, and responsivenessd. Undifferentiated, unpositioned, unpopulated, and underutilizede. Largest in size, profit potential, growth potential, and few competitors

Page 222. Kraft Foods plans to tailor different ads for different neighborhoods in the same region. For example, viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as young, affluent professionals living in a different neighborhood. This represents which of the following type of segmentation?a. motivation datab. lifestyle datac. geoVALS datad. geodemographics datae. VALS data

Page 233. When Procter & Gamble introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called:a. Repositioningb. perceptual mappingc. Undifferentiationd. Cannibalizatione. perceptual confusion

Page 56. The primary objectives in the Ford case werea. Purchase the Jaguar and Volvo brandsb. Reach women and ten-year oldsc. Cut prices and boost distributiond. Raise market share and sales revenuee. All of the above are correct

Page 242. The LaBelle case showeda. Segmentation based on timeb. Segmentation based on household compositionc. Segmentation based on tasted. Segmentation based on agee. All of the above are correct