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1
As presented in "Hot Stuff," tried-and-true marketing strategies from the past will not work with today's consumers, because the current U.S. population is: younger, on average, than in the past.
A)a more homogenous group than previous populations.
B)faced with more leisure time than previous generations.
C)more jaded toward sales and marketing pitches than consumers of the past.
2
As suggested in "Hot Stuff," to reach and influence modern consumers, marketers must:
A)utilize the latest technology.
B)tap into the nostalgia of the past.
C)avoid electronic marketing.
D)focus on very young consumers.
3
As stated in "Hot Stuff," successful multicultural marketing involves portraying people of various ethnic backgrounds in mainstream American scenes.
A)True
B)False
4
According to "The World's Most Innovative Companies," the number one obstacle to innovation cited in the survey is:
A)getting good customer insight.
B)lack of coordination.
C)finding ways to measure innovation.
D)slow development times.
5
As reported in "The World's Most Innovative Companies," Procter & Gamble calls its open-source innovation strategy:
A)"establish and sustain."
B)"connect and develop."
C)"find and destroy."
D)"create and integrate."
6
As stated in "The World's Most Innovative Companies," fewer than half of the senior executives surveyed named innovation as one of their top three priorities.
A)True
B)False
7
As discussed in "Unmarketables," Denny's Corp. has extended its successful free-meal giveaway by offering free meals through:
A)a membership scheme.
B)Facebook.
C)email.
D)Twitter.
8
As cited in "Unmarketables," the senior vice president of The Cheesecake Factory says one reason the company enjoyed better than expected sales in the first quarter of 2009 was the introduction of a menu featuring:
A)Vegetarian Delights.
B)Small Plates & Snacks.
C)Scratch-Off Game Cards.
D)Select 'n' Share.
9
According to "Unmarketables," HFCS is a corn-derived sweetener that is nearly identical in chemical composition to sugar.
A)True
B)False
10
As shared in "The Secrets of Marketing in a Web 2.0 World," some of the companies the authors talked with have discovered an online virtual world where millions of users interact with each other through avatars, specifically the virtual world:
A)First Look.
B)Second Life.
C)Third Home.
D)Fourth Universe.
11
As noted in "The Secrets of Marketing in a Web 2.0 World," some managers check to see if there is any buzz around their new products by keeping an eye on such popular-topics trackers as:
A)Its.Hot.com.
B)NowNowNow.org.
C)Del.icio.us.
D)Figg.com.
12
As suggested in "The Secrets of Marketing in a Web 2.0 World," marketing managers are finding that, as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past.
A)True
B)False
13
As set forth in "The Branding Sweet Spot," the three means of achieving marketing balance include all of the following, except:
A)alternate.
B)maintain.
C)divide.
D)reconcile.
14
As noted in "The Branding Sweet Spot," the concept of "user imagery" is what exemplifies brand:
A)positioning.
B)attributes.
C)intangibles.
D)functionality.
15
As spelled out in "The Branding Sweet Spot," to realize marketing balance, it is necessary to create multiple meanings, multiple responses, and multiple effects with marketing activities.
A)True
B)False
16
Techniques for increasing customer loyalty, as pointed out in "Putting Customers First," can be broken down into all of the following general categories except loyalty:
A)technologies.
B)basics.
C)aspirations.
D)measurement.
17
Expectations of product quality, as maintained in "Putting Customers First," come from all of the following sources except:
A)experiences with similar products.
B)previous quality levels set by an organization.
C)information from competitors.
D)media reports.
18
Most customers, as noted in "Putting Customers First," will tell a business when they are dissatisfied with the service they receive.
A)True
B)False
19
As quoted in "When Service Means Survival," the claim that today's consumers expect "that anyone who is in the market with money to spend is going to get treated like a king" is the sentiment of:
A)Hertz spokesman Richard Broome.
B)BMW Vice President Alan Harris.
C)IKEA Group President Anders Dahlvig.
D)United Airlines CEO Glenn F. Tilton.
20
As reported in "When Service Means Survival," BMW cut its monthly loaner expenses by 10-15 percent by:
A)providing Wi-Fi to customers waiting for cars to be serviced.
B)loaning out cheaper cars.
C)offering car pick-up and delivery service.
D)making loaners available to long-term customers only.
21
As revealed in "When Service Means Survival," even the most devoted repeat customers of Zappos.com complain about the high shipping fees on both orders and returns.
A)True
B)False
22
As presented in "Customer Connection," the Xerox Corporation was able to pull itself from the brink of bankruptcy by focusing on the:
A)product.
B)customer.
C)shareholder.
D)bottom line.
23
As stated in "Customer Connection," when working to turn the Xerox Corporation around, executives spent time with customers, industry experts, and employees in order to:
A)explain the company's products and services.
B)get feedback on new marketing materials.
C)listen to problems and needs.
D)solicit funds to prevent bankruptcy.
24
As noted in "Customer Connection," it is more cost effective for a business to attract new customers than to retain old ones.
A)True
B)False
25
According to "Add Service Element Back in to Get Satisfaction," companies that routinely deliver the best customer service are those that:
A)cater to high-end consumers.
B)offer unique products or services.
C)involve the head of the corporation in daily customer encounters.
D)make customer service part of every business activity.
26
The top complaint of consumers, as presented in "Add Service Element Back in to Get Satisfaction," is that they:
A)are overcharged for products.
B)are unable to speak to an individual when they have a problem.
C)are treated rudely by company representatives.
D)must adapt their needs to strict company procedures.
27
Customer service today, as asserted in "Add Service Element Back in to Get Satisfaction," is too often focused only on making an immediate sale, rather than establishing long-term relationships.
A)True
B)False
28
As put forth in "Beyond Products," after surveying hundreds of business-to-business manufacturers in a range of industries, interviewing many executives, and developing several in-depth case studies, the authors assessed the factors behind both success and failure, starting with:
A)an examination of the food-service industry.
B)three inspiring success stories.
C)what can go wrong.
D)a performance report card.
29
As explained in "Beyond Products," services, as opposed to products, typically:
A)deliver a regular stream of income.
B)require a greater fixed capital investment.
C)yield lower margins.
D)are easier for rivals to copy.
30
As advised in "Beyond Products," one of the smartest things a company can do is to start realizing that the same strategies that work for introducing new products will work for introducing new services.
A)True
B)False
31
Customer loyalty, as maintained in "Attracting Loyalty," soars when consumers feel that they:
A)can be active participants in the service experience.
B)are members of an elite group.
C)are always treated with respect.
D)have gotten something for free out of the experience.
32
All consumer needs, as put forth in "Attracting Loyalty," are derived from:
A)the desire for novelty.
B)past consumer experiences.
C)the need to assert identity.
D)a problem to be solved.
33
Consumers, as noted in "Attracting Loyalty," rarely compare their service experiences across a variety of transactions with different companies offering different services or products.
A)True
B)False
34
As maintained in "School Your Customers," the key to a successful educational marketing campaign is:
A)national television exposure.
B)recognizing the needs of the consumer.
C)product endorsements by celebrities.
D)shaping the desires of the consumer.
35
As stated in "School Your Customers," BrandNewYou is the web site of:
A)Home Depot.
B)PepsiCo.
C)Kraft Foods.
D)General Mills.
36
As claimed by a General Mills marketing executive cited in "School Your Customers," the cereal box is one of the most read items in the home.
A)True
B)False
37
As disclosed in "Service with a Style," the Chicago Ritz is the only hotel in the United States to top the Readers' Choice Awards seven times in the magazine:
A)EnRoute.
B)Voyage.
C)Travel + Leisure.
D)Conde Nast Traveler.
38
As assessed in "Service with a Style," the standard room furnishings in the Chicago Ritz are:
A)akin to special accommodations in most other hotels.
B)true vestiges of classic beauty.
C)more modern than the antiquated bathrooms.
D)downright dowdy.
39
As expressed in "Service with a Style," the lobby of the Chicago Ritz does exude Old World elegance, but the 32-year-old hotel's decor and furnishings are dated, and the upholstered sofas would be more at home in granny's parlor.
A)True
B)False
40
According to "Nonprofits Can Take Cues from Biz World," many nonprofits fail or flounder because their target audiences:
A)prefer to do business with for-profit corporations.
B)do not have money to donate in current economic times.
C)do not know who the nonprofits are or what they stand for.
D)are poorly chosen or nonexistent.
41
As explained in "Nonprofits Can Take Cues from Biz World," the lead element in a brand is its:
A)name.
B)logo.
C)color scheme.
D)mission statement.
42
As noted in "Nonprofits Can Take Cues from Biz World," nonprofits are usually held to more exacting standards than are for-profit businesses.
A)True
B)False
43
As presented in "The Rise of Trust and Authenticity," companies that break through to customers in the future will focus on:
A)new products.
B)increased profits.
C)fairness and building trust.
D)female customers.
44
In "Trust in the Marketplace," total trust is defined as the belief that a company and its people:
A)will always practice the Golden Rule.
B)will never take opportunistic advantage of customer vulnerabilities.
C)would be proud if their marketing practices were made public.
D)is value-oriented, not just market-driven.
45
An investigation discussed in "Trust in the Marketplace" revealed that, in an ethical breach of trust, many unsuspecting consumers had hidden charges tacked on when purchasing a new:
A)car.
B)mortgage.
C)personal computer.
D)life insurance policy.
46
As reported in "Trust in the Marketplace," Chrysler moved promptly to notify its customers of the problem when it was discovered that a safety latch on its minivan was inadequate.
A)True
B)False
47
The formula of "give the customer what he wants," as maintained in "Wrestling with Ethics," carries with it the implied corollary that marketers should not:
A)be concerned with anyone other than the customer.
B)make judgments about what the consumer wants.
C)press additional sales on the customer.
D)strive to increase the customer's understanding of what he or she is buying.
48
According to "Wrestling with Ethics," the most basic suggestion that can be made to fast-food outlets in the form of social pressure is for them to:
A)charge more for their products.
B)prominently display nutrition information.
C)decrease the size of their portions.
D)offer more variety in their menus.
49
Drawing a clear line between unethical marketing practices and normal issues, as stated in "Wrestling with Ethics," is surprisingly clear.
A)True
B)False
50
As explained in "The Science of Desire," an ethnographer can benefit a modern company by identifying:
A)ways to keep employees happy and productive.
B)consumer needs and desires.
C)problems with product design.
D)mismanagement in the company.
51
As claimed in "The Science of Desire," ethnography is most effective when it is used to:
A)help make incremental improvements to an existing product.
B)solve small problems with product design or function.
C)create new products that are similar to competitors' popular products.
D)identify breakthrough innovations.
52
As noted in "The Science of Desire," an ethnographer should first be consulted on product development at the end of the process, when the product is ready for marketing.
A)True
B)False
53
As claimed in "Eight Tips Offer Best Practices for Online MR," one major advantage of using Internet surveys for marketing research is that it:
A)simplifies data entry processes.
B)is easier to interview respondents online.
C)saves time and money.
D)allows marketers to skew the data to their advantage.
54
As presented in "Eight Tips Offer Best Practices for Online MR," the first step when planning on online survey is to:
A)develop a mission statement.
B)craft the questions.
C)determine the target population.
D)establish a Web site.
55
As stated in "Eight Tips Offer Best Practices for Online MR," respondents are more likely to participate honestly in online surveys because they can be granted anonymity.
A)True
B)False
56
As brought out in "Consumers on the Move," technological factors that have allowed marketers to improve their targeting power include advances in all of the following except:
A)computing technology.
B)solar power.
C)data quality.
D)statistical techniques.
57
As stated in "Consumers on the Move," answering the questions of who, what, where, and how requires that marketers have:
A)outstanding customer relations.
B)enormous financial resources.
C)a consistent framework to define and describe each customer or prospect.
D)a large, skilled staff.
58
As shown in "Consumers on the Move," marketing executives today no longer use segmentation systems to identify marketing opportunities.
A)True
B)False
59
As noted in "Bertolli's Big Bite," with its pasta sauces and olive oils, Bertolli Brand North America has had a name in the U.S. market since the:
A)1980s.
B)1950s.
C)1920s.
D)1890s.
60
As mentioned in "Bertolli's Big Bite," by the time Bertolli made the move into frozen meals, the huge $5.7 billion market already was dominated by several brand heavyweights, including all of the following, except:
A)Stouffer's.
B)Birds Eye.
C)Banquet.
D)Hormel.
61
As discussed in "Bertolli's Big Bite," Bertolli recently launched a second-generation Mediterranean-style line featuring lighter sauces using more olive oil and wine.
A)True
B)False
62
A decade ago, as described in "Youth Marketing, Galvanized," marketers looking to target the youth segment focused on:
A)movie theaters.
B)rock concerts.
C)local shopping malls.
D)MTV.
63
In trying to attract a young audience, as pointed out in "Youth Marketing, Galvanized," marketers are mostly looking for:
A)high-tech images.
B)musical connections.
C)creativity.
D)interactive experiences.
64
Compared to a decade ago, as cited in "Youth Marketing, Galvanized," the marketing budget for Sony's PlayStation video game console devotes less than half of its funds to broadcast advertising.
A)True
B)False
65
The critical differentiator among luxury brands today, as asserted in "Wooing Luxury Customers," is:
A)durability.
B)celebrity endorsement.
C)creating an experience.
D)follow-up customer service.
66
According to "Wooing Luxury Customers," for luxury consumers, luxury represents:
A)wish fulfillment.
B)a promise.
C)justifiable rewards.
D)privilege.
67
As a reflection of the overall economic climate, as stated in "Wooing Luxury Customers," the luxury market has been declining steadily.
A)True
B)False
68
As expressed in "The Incredible Shrinking Boomer Economy," for many boomers, it is no longer a matter of keeping up with the Joneses, but rather:
A)ignoring them.
B)outthinking them.
C)outliving them.
D)joining them.
69
As related in "The Incredible Shrinking Boomer Economy," even as Mercedes continues to target boomers, it has quietly recruited 500 people aged 20-32 for a focus group it calls:
A)the Benz Bubble.
B)Generation Benz.
C)Tomorrow Now.
D)Casual Money.
70
According to "The Incredible Shrinking Boomer Economy," Nordstrom is holding fast to its reputation as a purveyor of affordable fashion and has no intention of offering lower-priced lines of clothing.
A)True
B)False
71
As identified in "It's Cooler than Ever to Be a Tween," the label "first tweens" refers to:
A)Malia and Sasha Obama.
B)the preteen children of Gen-Xers.
C)the Olsen twins.
D)oldest siblings who are aged 8-1
72
As noted in "It's Cooler than Ever to Be a Tween," it was reported by USA Today that, of 500 tweens asked about their TV viewing in the previous week, 82 percent had watched:
A)CNN.
B)Nickelodeon.
C)a home shopping channel.
D)Disney.
73
As related in "It's Cooler than Ever to Be a Tween," a Youth Trends study found that nearly two-thirds of kids 8 to 12 do not have a cell phone.
A)True
B)False
74
As noted in "The Payoff from Targeting Hispanics," Hispanic consumers spend heavily on:
A)the basics.
B)jewelry.
C)expensive cars.
D)upscale vacations.
75
Business growth, as asserted in "Sowing the Seeds," can only occur when companies can:
A)innovate rapidly to capture new market segments.
B)convince customers that their products offer greater value compared to competitors.
C)change customer behaviors related to the buying process.
D)appear more service-oriented regarding their customers than their competitors.
76
Too often, as described in "Sowing the Seeds," companies make the mistake of treating customer acquisition and retention as:
A)opportunities for gimmicks.
B)independent processes.
C)the same process.
D)afterthoughts in devising clever marketing plans.
77
As pointed out in "Sowing the Seeds," the consumer purchasing process today operates in a far more complex world than ever before.
A)True
B)False
78
As noted in "The Very Model of a Modern Marketing Plan," the most successful marketing plans:
A)involve the entire business.
B)are limited to the marketing department.
C)avoid reliance on customer relationships.
D)focus on the attributes of the product or service.
79
As described in "The Very Model of a Modern Marketing Plan," the interaction between a company and its customers can best be considered as:
A)antagonistic.
B)the meeting between two equals.
C)a relationship.
D)similar to the interaction between a student and teacher.
80
As explained in "The Very Model of a Modern Marketing Plan," most experts recommend establishing five or six goals to be met by a marketing strategy.
A)True
B)False
81
For companies, as described in "Making Inspiration Routine," the greatest proportion of invention can be attributed to:
A)inspiration.
B)perspiration.
C)smart routine.
D)luck.
82
According to "Making Inspiration Routine," most companies use social networks to:
A)assess customer satisfaction.
B)push out marketing messages.
C)attract new employees.
D)challenge competitors' messages.
83
Small companies, as noted in "Making Inspiration Routine," rarely possess fundamental advantages over large corporations when it comes to innovation.
A)True
B)False
84
The main reason why new products fail in the marketplace, as pointed out in "Surveyor of the Fittest," is that:
A)there is no demand for the product.
B)the product is late entering the market.
C)the company made poor pricing decisions.
D)the quality of the product is low.
85
Senior executives can use the research methodology presented in "Surveyor of the Fittest" to:
A)conduct their own research, without the expense of hiring an outside agency.
B)learn from past mistakes.
C)evaluate the work of their subordinates.
D)gauge the chances of their competitors' success.
86
Industry research, as cited in "Surveyor of the Fittest," demonstrates that three-quarters of new product launches fail in the marketplace.
A)True
B)False
87
As revealed in "Berry, Berry Ambitious," it is debatable whether the yogurt that Pinkberry refers to as its "swirly goodness" is actually:
A)swirly.
B)good.
C)pink.
D)yogurt.
88
As mentioned in "Berry, Berry Ambitious," Pinkberry creative director Yolanda Santosa used to design opening credits for TV shows such as:
A)American Idol.
B)Desperate Housewives.
C)Are you Smarter Than a 5th Grader?
D)Ghost Whisperer.
89
As pointed out in "Berry, Berry Ambitious," the frozen-yogurt chain Pinkberry first opened in Kansas City, Missouri, in 2005.
A)True
B)False
90
In business-to-business markets, as set forth in "Rocket Plan," innovation is often driven by:
A)the insecurity of company founders.
B)new hires looking to make their mark.
C)defined customer needs.
D)technological possibilities.
91
Murphy's Law, as defined in "Rocket Plan," is the belief that:
A)there are always at least a few customers for any product.
B)anything that can go wrong will go wrong.
C)most products will fail in their initial launch.
D)customers consider price over all additional benefits.
92
In most industries, as maintained in "Rocket Plan," the quickest path to new revenue growth comes from increasing market share in existing markets, rather than through new product innovation.
A)True
B)False
93
As described in "Where Discounting Can Be Dangerous," by cutting prices, Tiffany and other high-end retailers:
A)drive lower-cost competitors out of business.
B)risk tarnishing their luxury brands.
C)can maintain profit levels through increased volume.
D)create new, loyal customers.
94
Common approaches used by large department stores to attract younger consumers, as described in "Big Retailers Seek Teens (and Parents)," include all of the following except:
A)better fitting rooms.
B)celebrity-designed fashions.
C)mobile marketing.
D)charge cards designed for young shoppers.
95
According to "Big Retailers Seek Teens (and Parents)," teen shoppers are highly sought-after consumers in their own right because they are:
A)likely to shop in groups.
B)extremely eager to spend.
C)just beginning to develop their own fashion sense.
D)notably brand loyal.
96
While parents cut back on spending for themselves in economic downturns, as noted in "Big Retailers Seek Teens (and Parents)," they continue to spend freely on their children.
A)True
B)False
97
As spelled out in "In Lean Times, Retailers Shop for Survival Strategies," one of the recession-survival strategies of Target, J.
A)C. Penney, Macy's, and Neiman Marcus is a re-examination of four areas that will be most evident to shoppers, including all of the following, except:
B)inventory.
C)staffing.
D)store openings.
E)executive image.
98
According to "In Lean Times, Retailers Shop for Survival Strategies," the largest department store chain in the United States is:
A)Target.
B)J.C. Penney.
C)Macy's
D)Wal-Mart.
99
As cited in "In Lean Times, Retailers Shop for Survival Strategies," analyst Bill Dreher notes that "All the department stores are vulnerable because they are about 80% apparel and 20% home goods."
A)True
B)False
100
As expressed in "Get Noticed," loyalty programs encourage customers to:
A)wait for rock-bottom prices.
B)comparison shop.
C)come back frequently.
D)expect more than will be offered.
101
As suggested in "Get Noticed," if Facebook does not suit your company, starting your own social network is made easy by sites such as:
A)MySpace.
B)Jingle.
C)Ning.
D)WikiWeb.
102
As advised in "Get Noticed," a survey is a great way to poll your audience on issues important to them, but do not release the results as a news story.
A)True
B)False
103
According to "20 Highlights in 20 Years," 37 advertisers aired 55 Super Bowl ads in 2008, paying an average $2.7 million per:
A)30 seconds.
B)minute.
C)90 seconds.
D)3 minutes.
104
As mentioned in "20 Highlights in 20 Years," the 1995 Super Bowl aired the classic ad that introduced:
A)Spuds Mackenzie.
B)the Budweiser frogs.
C)Cindy Crawford.
D)Dennis Hopper's "ballet of bulldozers."
105
As assessed in "20 Highlights in 20 Years," the Super Bowl ad that McDonald's created for the 1993 Super Bowl-pitting Michael Jordan against Larry Bird in a contest for a Big Mac-was a "Big Mistake."
A)True
B)False
106
As evaluated in "Best and Worst Marketing Ideas...Ever," the marketing idea that best demonstrates the art of turning negatives into positives is:
A)Las Vegas' "What happens here, stays here" campaign.
B)Apple's "Get a Mac" campaign.
C)Blandtec's "Will it blend?" campaign.
D)Nathan's Famous Hotdog Eating Contest.
107
As recalled in "Best and Worst Marketing Ideas...Ever," one of the most memorable marketing missteps was the failure of Mars Inc. to agree to the use of:
A)M&M candies in E.T.
B)a Three Musketeers bar in Titanic
C)Milky Way bars in Star Trek.
D)Snickers bars in Star Wars.
108
As quoted in "Best and Worst Marketing Ideas...Ever," when Mitzi Crall, author of 100 Smartest Marketing Ideas Ever, speaks of a marketing icon that "is its own kind of magic," she is referring to the Goodyear Blimp.
A)True
B)False
109
As noted in "Three Dimensional," the most brand-conscious and status-conscious of these nations is:
A)Korea.
B)China.
C)Singapore
D)Japan.
110
As made clear in "Three Dimensional," the products that would be least likely to succeed in Japan would be products that were:
A)high-price
B)mid-range priced.
C)low-priced.
D)targeted at younger consumers.
111
As pointed out in "Three Dimensional," of the nations profiled, Japan is the most profitable market for luxury goods.
A)True
B)False
112
One of the best examples of how brand loyalty programs can be extended internationally, as set forth in "Brand Loyalty Goes Global," can be found in the:
A)luxury goods market.
B)automobile market.
C)travel industry.
D)packaged foods industry.
113
A number of point programs offered by hotel chains, as reported in "Brand Loyalty Goes Global," have disappointed customers recently because:
A)there are too many restrictions on redeeming points.
B)the points have been devalued.
C)the points are not interchangeable with airline points.
D)in many cases, promised upgrades have not been available.
114
According to "Brand Loyalty Goes Global," there are a number of ways in which the same brand-loyalty program can be effective with consumers in numerous countries.
A)True
B)False
115
According to "Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets," the company's sales in developing markets have been particularly strong in:
A)baby swings.
B)children's clothing.
C)basic, non-electronic toys like blocks.
D)educational toys.
116
In the United States, as explained in "Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets," the market in toys is significantly challenged by the market for:
A)sports equipment.
B)communication devices.
C)electronics.
D)books and paper-based learning activities.
117
Fisher-Price, as noted in "Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets," has adapted its packaging to new markets, often using photographs of children from the new country for its products.
A)True
B)False
118
As reported in "Unlocking the Cranberry Mystique," the percentage of the world's cranberries currently supplied by Ocean Spray is about:
A)25 percent.
B)50 percent.
C)70 percent.
D)98 percent.
119
According to "Unlocking the Cranberry Mystique," Ocean Spray's fastest-growing and most profitable product line is:
A)Cranergy drinks.
B)Craisins.
C)White Cranberry juices.
D)Diet Cranberry juices.
120
As asserted in "Unlocking the Cranberry Mystique," Ocean Spray is entitled to take all the credit for the global success of the cranberry.
A)True
B)False





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