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| 1 | |
A marketing manager for United Way reads in a business journal that despite the Internet and television, Americans are actively engaged in their communities. Fifty-four percent have performed volunteer work and 78 percent have donated money to charities. She asks research and development personnel to identify possible new ad campaigns that will encourage this high level of community-connectedness to continue. This ad campaign change is the result of the managerial activity called: |
| | A) | ecological/technological forecasting. |
| | B) | environmental scanning. |
| | C) | macroeconomic analysis. |
| | D) | strategic planning. |
| | E) | futuristic marketing |
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| 2 | |
An ad on the back of a women's magazine for Cover Girl cosmetics shows both African-American Queen Latifah and blonde Faith Hill endorsing its products as good for their skin. This is an example of an ad with a __________ focus because it shows product users of different ethnic backgrounds. |
| | A) | cultural |
| | B) | behavioral |
| | C) | occupational |
| | D) | demographic |
| | E) | psychographic |
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| 3 | |
You are most likely to find __________ in mature households. |
| | A) | baby boomers |
| | B) | Generation X members |
| | C) | members of the baby bust |
| | D) | the baby boomlet |
| | E) | Generation Y members |
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| 4 | |
Generation X consumers are: |
| | A) | people that like to rely on others. |
| | B) | somewhat prone to extravagance. |
| | C) | poorly educated. |
| | D) | self-reliant and entrepreneurial. |
| | E) | not generally supportive of racial and sexual diversity. |
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| 5 | |
The classification system developed by the Census Bureau that contains statistical areas was developed to describe: |
| | A) | the exurbs. |
| | B) | working farms. |
| | C) | the varying locations of the population. |
| | D) | the occupations of the population. |
| | E) | a metropolitan statistical area (MSA.). |
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| 6 | |
The HSBC Bank International Ltd. selected its advertising agency because that agency was "always sensitive to the possibility that something might not translate well or may offend superstitions about colors or numbers." This is an example of how __________ forces affect marketing. |
| | A) | social |
| | B) | technological |
| | C) | economic |
| | D) | competitive |
| | E) | regulatory |
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| 7 | |
Which of the following statements about culture is true? |
| | A) | Culture consists of a series of current trends. |
| | B) | Culture is an example of an economic force within the marketing environment. |
| | C) | Because the U.S. is considered a "melting pot," cultural trends are typically not monitored by businesses. |
| | D) | Culture is only considered an important facet of marketing in international marketing. |
| | E) | Culture includes attitudes and values. |
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| 8 | |
WomenDefy.com is a website owned and operated by the manufacturers of Reebok sporting equipment. The site sells products designed especially for women. It also has stories about ordinary women performing extraordinary feats. The website is: |
| | A) | the result of the growth of dual-income families. |
| | B) | an example of the changing attitudes of women. |
| | C) | a reflection of the consumer demand for value consciousness. |
| | D) | designed as a tool that will creatively make Reebok recession-proof. |
| | E) | in response to the growing number of single-parent households. |
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| 9 | |
What are the two most important values for all age groups in the United States? |
| | A) | Health and fitness |
| | B) | Patriotism and loyalty |
| | C) | Protecting the family and honesty |
| | D) | Self-esteem and health |
| | E) | Friendship and fitness |
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| 10 | |
__________ income is the total amount of money made in one year by a person, household, or family unit. |
| | A) | Inflationary |
| | B) | Discretionary |
| | C) | Disposable |
| | D) | Gross |
| | E) | Expendable |
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| 11 | |
Recently, the MTV website was the only place you could buy tickets for Metallica's concert tour. More than 100,000 tickets were sold in less than 72 hours. This is an example of how __________ forces can actually improve sales. |
| | A) | economic |
| | B) | technological |
| | C) | regulatory |
| | D) | ecological |
| | E) | competitive |
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| 12 | |
Many automobile manufacturers now offer customers a navigation system that uses satellite signals to help the driver reach any destination. How does this provide value to the customer? |
| | A) | the car manufacturers developed new products |
| | B) | the car manufacturers slashed prices |
| | C) | the car manufacturers reduced the number of customer contacts |
| | D) | the car manufacturers increased the number of customer contacts |
| | E) | the car manufacturers did not add value to customers |
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| 13 | |
__________ are used by companies such as Wal-Mart to send real-time inventory information to their distributors and suppliers. |
| | A) | intranets |
| | B) | partnering software |
| | C) | extranets |
| | D) | Internet partners |
| | E) | marketspace browsers |
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| 14 | |
Distribution (in the sense of shipping products) is particularly important to which form of competition? |
| | A) | Cross-market competition |
| | B) | Pure competition |
| | C) | Oligopoly |
| | D) | Monopolistic competition |
| | E) | Monopoly |
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| 15 | |
Wendy's, McDonald's, Subway, KFC, and Burger King would all be characterized as an example of which form of competition? |
| | A) | cross-market competition |
| | B) | pure competition |
| | C) | oligopoly |
| | D) | monopolistic competition |
| | E) | monopoly |
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| 16 | |
Why are 99 million people likely to be on Wi-Fi networks by 2007? |
| | A) | they work |
| | B) | they are inexpensive |
| | C) | the technology is fast |
| | D) | the technology is powerful |
| | E) | all of the above |
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| 17 | |
The BBB Online is: |
| | A) | an alliance of small businesses. |
| | B) | a reliability assurance program. |
| | C) | an organization with the legal power to enforce policy. |
| | D) | a government program that protects competition. |
| | E) | a consumer association. |
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| 18 | |
A company can protect its competitive position under the ___________, which gives inventors the right to exclude others from making, using, or selling products that infringe the patented invention. |
| | A) | copyright law |
| | B) | patent law |
| | C) | criminal law |
| | D) | commercial law |
| | E) | anti-trust law |
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| 19 | |
Image, a clothing manufacturer, will sell a retail clothing store its line of denim clothes only if the retailer also buys the manufacturer's line of polyester activewear. This would be an example of: |
| | A) | exclusive dealing. |
| | B) | a requirement contract. |
| | C) | an exclusive territorial distributorship. |
| | D) | a tying arrangement. |
| | E) | a preferential promotions contract. |
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| 20 | |
The best known self-regulatory group for competitive businesses is the: |
| | A) | U.S. Department of Justice. |
| | B) | Chamber of Commerce. |
| | C) | Better Business Bureau. |
| | D) | Federal Trade Commission. |
| | E) | Environmental Protective Agency. |
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