Four major trends affecting world trade in the past decade are a gradual decline in economic
protectionism exercised by individual countries, formal integration and free trade among
nations, global competition among global companies for globa
Difficulty Level: Medium
Kerin - Chapter 12 #31
Learning Objective: 12-01 Describe the nature and importance of pricing and the approaches used to select an approximate price level.
Topic: Price as an Indicator of Value
When Pizza Hut announced it was
301.Marissa Mayer oversees virtually every new design or feature on Google's home page, from the
color of the Google tool bar to the exact words on a Google page. Her job title is
A. Vice president of search products and user experience
B. Vice president
When Betty Crocker advertises that baking a cake from one of its mixes tastes just like
homemade, it is influencing which type of learning?
A. stimulus discrimination
B. cognitive learning
C. brand loyalty
D. stimulus generalization
156.Profitability is viewed as essential to the future success of corporations such as Starbucks.
According to Starbucks' Mission Statement and Guiding principles, which of the following
alternatives correctly identifies the placement of profitability?
Office Depot has developed wireless, handheld computers for its staff. When customers
inquire about a product, a computer equipped sales associate can pull detailed information
about the product right out of the corporate database. Employees
8. Gazelle.com helps consumers by
A. tracking consumers' favorite purchases and alerting them by e-mail whenever something
they're planning to buy goes on sale.
B. providing a visual search engine the finds products that are similar in appearance by allow
57. Important buying process characteristics in organizational buying behavior include: technically
qualified and professional buyers who follow established purchasing policies and procedures;
buying objectives and criteria are typically spelled out, ther
106.To communicate with consumers, a company can use one or more of five promotional
alternatives. In Figure 15-2 above, the position labeled "A" refers to the _ element of
B. personal selling
C. public relations
D. sales promo
Learning Objective: 05-01 Describe the stages in the consumer purchase decision process.
Topic: Consumer Purchase Decision Process
According to Figure 5-1 above, Cell "C" represents which stage of the consumer purchase
75. According to Figure 10-1 above, column "A" would represent what type of product?
76. According to Figure 10-1 above, column "B" would represent what type of product?
27. There are five stages in the purchase decision process. The second stage is _.
A. information search
B. purchase decision
C. alternative evaluation
D. postpurchase behavior
E. problem recognition
28. Scanning your memory for previous experiences with
114.According to Figure 16-6 above the CPM for USA Today would be approximately?
115.According to Figure 16-6 above the CPM for Sports Illustrated would be approximately?
16. Profit refers to
A. the point at which company assets equal company liabilities.
B. the money left over after a business firm's total expenses are subtracted from its total
revenues and is the reward for the risk it undertakes in marketing its offerin
If Wendy's customers are buying an eating experience, which of the following product
groupings would likely make the most sense?
A. grouping by product type such as types of drinks
B. grouping by price
C. grouping by meal
D. grouping by usa
Learning Objective: 12-03 Explain the role of costs in pricing decisions and describe how combinations of price; fixed cost; and unit variable cost affect a
firms breakeven point.
Topic: Break-Even Point
While pricing objectives frequently reflect co
The testimonial type ads for carbon dioxide detectors feature parents who are discussing the
dangers of carbon monoxide poisoning. In many of the ads, the homeowners tell the target
audience how disaster can be averted by purchasing and usin
In which stage of the consumer purchase decision process would a consumer ask, "Is
installation included in the price of this HDTV?"
A. problem recognition
B. information search
C. alternative evaluation
D. purchase decision
153.The buying situation where an organization is a first-time buyer of the product or service is
referred to as a
A. buy class.
B. new buy.
D. straight rebuy.
E. modified rebuy.
154.At the weekly meeting for Choice Hotels (the company that o
205.An FTC action that requires a company to spend money on advertising to correct previous
misleading ads is an example of
A. comparative advertisement.
B. corrective advertising.
C. competitive advertising.
D. a truth in advertising order.
The recent large decline in _ has had a psychological impact on consumers who
tend to spend more when they feel their net worth is rising and postpone purchases when it
A. automobile prices
B. fuel prices
C. the number of people co
Washburn recently purchased Parker Guitar, another guitar manufacturer that designed
products for professionals and collectors, and will combine the two production facilities into a
new location. Washburn expects the acquisition to reduce i
79. Harley-Davidson (HD) is admired by its suppliers because
A. HD has its own financial fund making it unnecessary for suppliers to seek outside credit for
B. HD will purchase surplus goods in order for suppliers to take advantage of economies
127.Within the buying center, influencers are people who
A. have the formal authority and responsibility to select the supplier and negotiate the terms of
B. control the flow of information in the buying center.
C. have the formal or informa
Figure 10-7 above represents the seven stages of the new-product development process.
Cubicle "A" represents the _ stage.
A. idea generation
B. screening and evaluation
C. screening and analysis
D. new-product strategy development
50. A(n) _ firm engages in trade and marketing in different countries as an extension of the
marketing strategy in its home country.
B. foreign expansion
51. Generally speaking, a(n) _ firm
The decision-making process organizations use to establish the need for products and
services and to identify, evaluate, and choose among alternative brands and suppliers is
referred to as
A. the consumer purchase decision process.
When you buy a car from CarMax, you are offered the car at a single price. You can buy it or
not, but there is no variation in price because of the seller's
A. customary pricing strategy.
B. odd-even pricing.
C. one-price policy.
Making counterfeit copies of Gucci purses, Hilfiger sportswear, and other international brands
is pervasive in China because it is so easy to get away with it. Laws protecting intellectual
property are unclear and sporadically enforced. Even
Learning Objective: 12-05 Describe the steps taken in setting a final price.
Topic: Uniform Delivered Pricing
A primary reason for Washburn's success is
A. underselling competitors by mass producing fine quality guitars.
B. developing produc