Summer 2009 CMKT200 DA0/DB0 - MARKETING II (DEU_CMKT200S09_01) > TOOLS > MY GRADES > VIEW ATTEMPTS > REVIEW ASSESSMENT: CMKT 200 DE MIDTERM Review Assessment: CMKT 200 DE Midterm User Nazira Rahmani Submitted 6/20/09 8:01 PM Name CMKT 200 DE Midterm Correct Answer: economic espionage Feedback: Economic espionage is the clandestine collection of trade secrets or proprietary information about a company's competitors. Question 3 1 out of 1 points Marketing efforts to produce, promote, and reclaim environmentally sensitive products is called:
Transcript
Summer 2009
CMKT200 DA0/DB0 - MARKETING II (DEU_CMKT200S09_01) > TOOLS > MY GRADES > VIEW ATTEMPTS > REVIEW ASSESSMENT: CMKT 200 DE MIDTERM
Review Assessment: CMKT 200 DE Midterm
User Nazira Rahmani
Submitted 6/20/09 8:01 PM
Name CMKT 200 DE Midterm
Status Completed
Score 71 out of 78 points
Time Elapsed 1 hours, 49 minutes, and 57 seconds out of 1 hours and 30 minutes allowed.
Instructions
Question 1
0 out of 1 points
Converting socially responsible ideas into actions involves careful planning and monitoring of programs. Many companies develop, implement, and evaluate their social responsibility efforts by means of a(n):
Selected Answer: action plan.
Correct Answer:
social audit.
Feedback: Key term definition - social audit
Question 2
0 out of 1 points
Jay Bloom's Pet Assure, a national pet health-care provider network based in Dover, N.J., recently took advantage of a rival's naiveté. When a West Coast provider of catastrophic pet coverage "pre-announced" the addition of a wellness component (Pet Assure's specialty) in an interview with a tiny community newsweekly, six months prior to launching it, Bloom was notified immediately through a Web-based news monitoring service. This not only gave him time to add catastrophic benefits to one of his own wellness products, it also got his offering to market first. Jay Bloom relied on _____ to keep him abreast of his competitors' activities.
Selected Answer: corporate curiosity
Correct Answer:
economic espionage
Feedback: Economic espionage is the clandestine collection of trade secrets or proprietary information about a company's competitors.
Question 3
1 out of 1 points
Marketing efforts to produce, promote, and reclaim environmentally sensitive products is called:
The Software & Information Industry Association (SIIA) and the Business Software Alliance (BSA) estimates that the unauthorized copying of computer software:
Selected Answer: costs their producers more than $12 billion
annually.
Correct Answer:
costs their producers more than $12 billion annually.
Feedback: The SIIA/BSA estimates the unauthorized copying of computer software costs their producers the equivalent of $12 billion in worldwide sales annually.
Question 5
1 out of 1 points
Which of the following automobile manufacturers works with environmental partners Evergreen Canada and Earth Day Canada, to ensure a healthy environment for all Canadians?
Selected Answer: Toyota Canada
Correct Answer:
Toyota Canada
Feedback: Toyota Canada works with environmental partners Evergreen Canada and Earth Day Canada, to ensure a healthy environment for all Canadians.
Question 6
1 out of 1 points
Practices that include filing warranty claims after the claim period, misredeeming coupons, making fraudulent returns of merchandise, providing inaccurate information on credit applications, tampering with utility meters, tapping cable TV lines, duplicating copyrighted music and software, and submitting phony insurance claims are examples of:
Selected Answer: unethical practices of
consumers.
Correct Answer:
unethical practices of consumers.
Feedback: Consumers also have an obligation to act ethically and responsibly in the exchange process and in the use and disposition of products. These are examples of unethical consumer practices, all of which have a cost to marketers in terms of lost sales revenue and prevention expenses.
Question 7
1 out of 1 points
Profit responsibility, societal responsibility, and stakeholder responsibility are three forms or concepts of:
Selected Answer: social responsibility.
Correct Answer:
social responsibility.
Feedback: Key term definition - social responsibility
Question 8
1 out of 1 points
The residents of Alaska and people throughout the world were outraged when the Exxon Valdez crashed into a shoal and dumped millions of gallons of crude oil into the pristine waters of Prince William Sound. People were upset with Exxon's response to the disaster. The company was slow to admit its mistake and even slower to implement cleanup activities. Exxon was criticized for acting in a manner which not would benefit the organization but would not benefit society in general. In short, Exxon did not demonstrate:
Selected Answer: social responsibility.
Correct Answer:
social responsibility.
Feedback: Social responsibility means that marketing firms, as well as other organizations, exist in a larger society. Exxon acted, at least initially, with only the organization's interests in mind.
Question 9
1 out of 1 points
Starbucks 2003 Corporate Social Responsibility Report, titled “Living Our Values,” focused on six topical areas. Which of the following is NOT one of these:
Selected Answer: good wages.
Correct Answer:
good wages.
Feedback: Starbucks 2003 Corporate Social Responsibility Report, titled “Living Our Values,” focused on six topical areas. They are partners, diversity, coffee, customers, community and environment, and profitability.
Question 10
1 out of 1 points
_____ serve as guidelines on how to act rightly and justly when faced with moral dilemmas.
Selected Answer: Ethics
Correct Answer:
Ethics
Feedback: Key term definition - ethics
Question 11
1 out of 1 points
Business culture affects ethical conduct both in the exchange relationship between sellers and buyers and in the:
Selected Answer: competitive behaviour among sellers.
Correct Answer:
competitive behaviour among sellers.
Feedback: Text term definition - business cultures
Question 12
1 out of 1 points
Safety expert Larry Shipiner works for TransWave International, a company that markets patented electronic sensors as an early warning device for locating potential problems with buried pipelines. Shipiner discusses pipeline safety issues with gas, oil, and water companies and explains new federal regulations on pipeline maintenance. He determines what potential safety problems exist, but he does not solicit orders - that is done by a sales team that designs a warning system to meet the specifications of the buyer. Shipiner is an example of a(n):
Selected Answer: sales engineer.
Correct Answer:
sales engineer.
Feedback: A sales engineer salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services.
Question 13
1 out of 1 points
Which type of sales support personnel concentrate on performing promotional activities but generally do not solicit actual sales orders?
Selected Answer: missionary salespeople
Correct Answer:
missionary salespeople
Feedback: Missionary salespeople do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.
Question 14
1 out of 1 points
Davidson-Uphoff & Company sells ironware accessories for home and garden to retailers. The salespeople for this company are trained to ask probing questions such as “What are the decorating trends in this region?” and “What are you doing to take advantage of this trend?” This company trains its salespeople to develop a sales presentation style that emphasizes the needs and wants of its retailers. Once key needs have been uncovered, the salesperson is taught to tailor his or her sales presentation so that the retailer can see why he or she should carry Davidson-Uphoff products. Davidson-Uphoff's salespeople are learning the _____ selling format.
Selected Answer: need-satisfaction
Correct Answer:
need-satisfaction
Feedback: Salespeople using the need-satisfaction presentation format ask questions and listen and then build their presentation around the customer's needs as indicated by their responses to the questions - the situation in this case.
Question 15
1 out of 1 points
With a _____, a salesperson is paid a fixed fee per week, month, or year.
Selected Answer: straight salary compensation plan
Correct Answer:
straight salary compensation plan
Feedback: Text term definition - straight salary compensation plan
Question 16
1 out of 1 points
At the _____ stage in the personal selling process, a salesperson's physical appearance, speech habits, personality, and even hygiene will have the greatest effect.
Selected Answer: approach
Correct Answer:
approach
Feedback: The approach stage involves the initial meeting between the salesperson and prospect. The first impression is critical at this stage.
Question 17
1 out of 1 points
When using an account management policy grid, an account would typically be assigned a light personal selling call frequency if it has a:
Selected Answer: low opportunity rating, and the sales organization has a weak
position.
Correct Answer:
low opportunity rating, and the sales organization has a weak position.
Feedback: For accounts, which fall into Cell 4 (low account opportunity and low competitive position) of the policy grid, consideration should be given to replacing personal calls with telephone sales or direct mail. This is the situation in the example here.
Question 18
1 out of 1 points
With _____, buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer's benefit.
Selected Answer: partnership
selling
Correct Answer:
partnership selling
Feedback: Key term definition - partnership selling
Question 19
1 out of 1 points
An effective sales plan objective should be:
Selected Answer: precise, measurable, time specific.
Correct Answer:
precise, measurable, time specific.
Feedback: Whatever objectives are set, they should be precise and measurable and specify the time period over which they are to be achieved.
Question 20
1 out of 1 points
_____ is a method of selling in which a salesperson and other company resource people meet with buyers to discuss problems and opportunities.
Selected Answer: Conference selling
Correct Answer:
Conference selling
Feedback: Text term definition - conference selling
Question 21
1 out of 1 points
Two types of team selling are:
Selected Answer: conference selling and seminar
selling.
Correct Answer:
conference selling and seminar selling.
Feedback: Text term definitions - conference selling and seminar selling
Question 22
1 out of 1 points
An urgency close:
Selected Answer: commits the prospect quickly by making references to the time
limits of the purchase.
Correct Answer: commits the prospect quickly by making references to the time
limits of the purchase.
Feedback: Text term definition - urgency close
Question 23
0 out of 1 points
Which of the following statements should the salesperson use to agree with and neutralize an objection?
Selected Answer: "Yes, you're right, it is lighter, but that is done intentionally to make
your work easier."
Correct Answer: "That's true. It does have a shorter shelf life, but that hasn't really
been a problem. It is so popular it never gets to stay on the shelf that long anyway."
Feedback: A salesperson agrees with the objection and then shows that it is unimportant with the “agree and neutralize” method, used here.
Question 24
1 out of 1 points
Irene Adler works as a salesperson for a pharmaceutical company. Adler's primary responsibilities are to contact physicians and convince them they should prescribe her company's pharmaceutical products. Although Adler is part of her company's sales force, she does not directly solicit orders. Adler is what type of salesperson?
Selected Answer: a missionary salesperson
Correct Answer:
a missionary salesperson
Feedback: Missionary salespeople are used extensively in the pharmaceutical industry. Missionary salespeople do not attempt to make sales directly to physicians. Rather, these salespeople call on doctors and provide information about the products offered by the salesperson's company.
Question 25
1 out of 1 points
According to the article " Why Service Stinks the term Redlining is:
Selected Answer: a practice to identify unprofitable
customers
Correct Answer:
a practice to identify unprofitable customers
Question 26
1 out of 1 points
According to the 60 minutes Video “ a thousand lives a month” the drug Trasylol was used to:
Selected Answer: Control bleeding
Correct Answer:
Control bleeding
Question 27
1 out of 1 points
During the next-to-the-last stage of the organizational purchase decision process, the organization engages in:
Selected Answer: purchase decision.
Correct Answer:
purchase decision.
Feedback: The fourth stage of the organizational buying decision process is the purchase decision.
Question 28
1 out of 1 points
If a company wanted to get rid of excess wooden pallets by attracting the greatest number of potential buyers online, it could use a(n) _____ to locate the company that was willing to pay the highest amount for the used pallets.
Selected Answer: traditional auction
Correct Answer:
traditional auction
Feedback: In a traditional auction, a seller (the organization wanting to sell the pallets) puts an item up for sale and would-be buyers are invited to bid in competition with each other.
Question 29
1 out of 1 points
A straight rebuy is a (n) _____ while a modified rebuy is a (n) _____.
Selected Answer: reorder; change
Correct Answer:
reorder; change
Feedback: A straight rebuy involves a buyer or purchasing manager reordering an existing product or service. A modified rebuy involves the users, influencers, or deciders in the buying centre changing the product specifications, price, delivery schedule, or supplier.
Question 30
1 out of 1 points
The office of SFX Entertainment, a talent promoter, needs a new fax machine that will print at three seconds a page instead of five seconds per page like the one it is using now and that has both local and network printing capabilities. Its purchase of a replacement fax machine would be an example of a:
Selected Answer: modified
rebuy.
Correct Answer:
modified rebuy.
Feedback: In a modified rebuy situation the users, influencers, or deciders want to change the product specifications, price, delivery schedule, or supplier.
Question 31
1 out of 1 points
An industrial firm is a firm that:
Selected Answer: in some way reprocesses a good or service it buys before selling
the product again to the next buyer.
Correct Answer: in some way reprocesses a good or service it buys before selling
the product again to the next buyer.
Feedback: Key term definition - industrial firms
Question 32
1 out of 1 points
Dofasco's single largest market is/are the _______________:
Selected Answer: automotive industry.
Correct Answer:
automotive industry.
Feedback: Dofasco markets its products to a variety of business customers. The automotive industry is its single largest market.
Question 33
1 out of 1 points
The decision-making process organizations use to establish their need for goods and services and to identify, evaluate, and choose among alternative brands and suppliers is called:
Selected Answer: organizational buying behaviour.
Correct Answer:
organizational buying behaviour.
Feedback: Key term definition - organizational buying behaviour
Question 34
0 out of 1 points
Itex Corporation, marketer of Photostat products used in the graphic arts field, buys sensitized paper from Eastman Kodak Company, packages it with the Photostat brand name on it, and sells it directly to amateur photographers. In this context, Itex Corporation should be classified as a:
Selected Answer: industrialist.
Correct Answer:
reseller.
Feedback: Resellers are wholesalers and retailers who buy physical products and resell them again without any reprocessing. Repackaging, such as Itex does with photosensitive paper, does not constitute reprocessing.
Question 35
1 out of 1 points
Organizational buyers include all the following EXCEPT:
Selected Answer: ultimate
consumers.
Correct Answer:
ultimate consumers.
Feedback: Organizational buyers are those manufacturers, wholesalers and retailers, and government agencies that buy goods and services for their own use or for resale.
Question 36
1 out of 1 points
The three types of organizational buy classes are:
Selected Answer: straight rebuy, new buy, and modified
rebuy.
Correct Answer:
straight rebuy, new buy, and modified rebuy.
Feedback: Key term definition - buy classes
Question 37
1 out of 1 points
Apex Therapeutic buys medical supplies and services for people with hemophilia and other related blood diseases from a multitude of sources. It then sells these products to anyone who needs them. When it sells directly to a person who is a hemophiliac, it would be classified as a(n):
Selected Answer: reseller.
Correct Answer:
reseller.
Feedback: Resellers are wholesalers and retailers who buy physical products and resell
them again without any reprocessing.
Question 38
1 out of 1 points
Value analysis is a systematic appraisal of the design, quality, and performance of a product to:
Selected Answer: reduce
costs.
Correct Answer:
reduce costs.
Feedback: Key term definition - value analysis
Question 39
0 out of 1 points
Poor performance on a contract may result in a supplier's name being dropped from the buying organization's:
Selected Answer: vendor-rating
sheet.
Correct Answer:
bidders list.
Feedback: As a part of postpurchase behaviour, organizations evaluate performance, and drop poor performers from their bidder's lists.
Question 40
1 out of 1 points
According to the text, marketers benefit from two unique capabilities of Internet/Web technology that promote and sustain customer relationships. They are:
Selected Answer: interactivity and individuality.
Correct Answer:
interactivity and individuality.
Feedback: Alternative B describes two methods marketers use to benefit from interactivity. Alternatives A, C, and D are customer benefits.
Question 41
1 out of 1 points
Bots contribute to the convenience of online shopping because they:
Selected Answer: allow customers to make online comparisons of prices and
product features.
Correct Answer: allow customers to make online comparisons of prices and
product features.
Feedback: Bots compare prices and product or service features online so that customers do not have to physically visit stores to make these comparisons. Bots will not necessarily reduce the time spent online since that is controlled by the individual.
Question 42
1 out of 1 points
Proctor and Gamble maintains separate websites for its leading brands to generate interest in and trial of its products and services. Proctor and Gamble uses a(n) ______ website:
Selected Answer: promotional
Correct Answer:
promotional
Feedback: A promotional website that is designed to advertise a company's products and provide information on how items can be used and where they can be purchased.
Question 43
1 out of 1 points
A _____ is an interactive, Internet/Web-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery systems.
Selected Answer: choiceboard
Correct Answer:
choiceboard
Feedback: Key term definition—choiceboard
Question 44
1 out of 1 points
The key difference between the traditional marketplace and the new marketspace is that the marketspace is a(n) _____ environment.
Selected Answer: electronic
Correct Answer:
electronic
Feedback: The marketspace is an information- and communication-based electronic exchange environment while the marketplace is a material environment. Both the marketspace and the marketplace are commercial exchange environments where marketing takes place.
Question 45
1 out of 1 points
Which of the following statements about spam is true?
Selected Answer: None of the above statements about spam is
true.
Correct Answer:
None of the above statements about spam is true.
Feedback: Hotmail has implemented procedures to free its subscribers from spam. Spam is unsolicited e-mail. The Federal government is considering legislation that will impose a fine and a jail sentence on professional spammers.
Question 46
1 out of 1 points
Reflect.com sells _____ on the Internet.
Selected Answer: cosmetics
Correct Answer:
cosmetics
Feedback: As described in the Marketing NewsNet, Reflect.com is the first online marketer that allows users to create their own cosmetics.
Question 47
1 out of 1 points
_____ is the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer.
Selected Answer: Permission marketing
Correct Answer:
Permission marketing
Feedback: Key term definition—permission marketing
Question 48
1 out of 1 points
_____ is the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
Selected Answer:
Personalization
Correct Answer:
Personalization
Feedback: Key term definition—personalization
Question 49
1 out of 1 points
When buyers and sellers engage in exchange relationships in a tangible environment inhabited by people, facilities (stores and offices), and physical objects, they are in:
Selected Answer: the traditional marketplace.
Correct Answer:
the traditional marketplace.
Feedback: Text term definition—the traditional marketplace
Question 50
1 out of 1 points
To which element of the marketing mix is viral marketing most closely related?
Selected Answer:
promotion
Correct Answer:
promotion
Feedback: Viral marketing is a promotional strategy.
Question 51
0 out of 1 points
Consumers cite cost as one of the reasons they prefer to buy online because:
Selected Answer: the majority of the most popular items bought online can be
purchased at the same price or cheaper than in retail stores.
Correct Answer: all the above.
Feedback: Online shopping reduces both the cost of products and services purchased and the cost of searching for them. Almost 90 percent of the 30 most popular items bought online can be purchased at the same price or cheaper than in retail stores. Bots permit easy price comparisons. And, online searches for information is less time consuming and less effortful than visiting retail stores which lowers the cost of external search.
Question 52
1 out of 1 points
According to the article "The Long Tail" by Chris Anderson, Which of the following is NOT true?
Selected Answer: The 80/20 rule still applies.
Correct Answer:
The 80/20 rule still applies.
Question 53
1 out of 1 points
According to the article " WHY COSTCO IS SO DAMN ADDICTIVE" which of the following is NOT TRUE
Selected Answer: COSTCO carries a wide variety of products approximately
10,000 items
Correct Answer:
COSTCO carries a wide variety of products approximately 10,000 items
Question 54
1 out of 1 points
Hard Rock Cafés are designed to spread the spirit of rock 'n' roll by delivering an exceptional entertainment and dining _____.
Selected Answer: experience
Correct Answer:
experience
Feedback: The Hard Rock Cafés are competing for customers by offering an enjoyable, memorable experience rather than a traditional service transaction.
Question 55
1 out of 1 points
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Sarah wishes that the massage had _____ properties.
Selected Answer: search
Correct Answer:
search
Feedback: Tangible goods such as clothing, jewelry, and furniture, have search properties, such as colour, size, and style, which can be determined before purchase.
Question 56
0 out of 1 points
Place or distribution is extremely important to the managing services because of which unique characteristic of services?
Selected Answer: intangibility
Correct Answer:
inseparability
Feedback: Place or distribution is a major factor in developing service marketing strategy because of the inseparability of services from the producer.
Question 57
1 out of 1 points
Which of the organizations listed below has the lowest inventory carrying cost?
Selected Answer: insurance company
Correct Answer:
insurance company
Feedback: See Figure 12-1 on page 311.
Question 58
1 out of 1 points
Services are:
Selected Answer: intangible items provided by an organization to consumers in
exchange for money or something else of value.
Correct Answer: intangible items provided by an organization to consumers in
exchange for money or something else of value.
Feedback: Key term definition - services
Question 59
1 out of 1 points
Inseparability in services means:
Selected Answer: consumers cannot separate the service from the deliverer of the
service.
Correct Answer:
consumers cannot separate the service from the deliverer of the service.
Feedback: A difference between services and products related to problems of consistency is inseparability. In most cases the consumer cannot and does not separate the service from the deliverer of the service or the setting in which the service occurs. Also, in some cases, the customer actually participates in the delivery of the service.
Question 60
1 out of 1 points
Burger King is attempting to measure the difference between their customers' expectations and experiences by using a 24-hour hot line to receive 4,000 customer calls a day. What is this type of activity called?
Selected Answer: gap analysis
Correct Answer:
gap analysis
Feedback: Differences between the consumer's expectations and experience are identified through gap analysis.
Question 61
1 out of 1 points
_____ is one of the dimensions of service quality. It is the willingness to help customers and provide prompt service.
Selected Answer:
Responsiveness
Correct Answer:
Responsiveness
Feedback: Dimensions of service quality, including responsiveness, are described in
Figure 12-5 on page 316.
Question 62
1 out of 1 points
Don is graduating and takes his relative to dinner after the ceremony. At the restaurant, the waitperson never fills up their water glasses, ignores their requests and seems to "forget" about their table. Don notes that the last time he was at this same restaurant the experience was completely different (and MUCH better). This scenario illustrates the _____ of services.
Selected Answer: inconsistency
Correct Answer:
inconsistency
Feedback: Services depend on people who provide them, therefore, their quality varies because people have different capabilities and perform differently from day-to-day.
Question 63
1 out of 1 points
While tangible goods such as cars, lawn mowers, and gas grills have search properties, such as colour, size, and style, services such as dog grooming and vocational rehabilitation have _____ properties, which can only be discerned after purchase or during consumption.
Selected Answer: experience
Correct Answer:
experience
Feedback: Text term definition - experience
Question 64
1 out of 1 points
Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves. This is a strong service brand name because it suggests:
Selected Answer: the benefits provided by the
service.
Correct Answer:
the benefits provided by the service.
Feedback: Because services are intangible, and therefore, more difficult to describe, the brand name is particularly important. A strong brand name will suggest or describe the benefit of the service.
Question 65
1 out of 1 points
When Brad heard, "There is no waiting in checkout lines 2, 4, and 5," he knew that the supermarket had:
Selected Answer: idle production capacity.
Correct Answer:
idle production capacity.
Feedback: According to the text, idle production capacity is a situation where a service provider is available but there is no demand.
Question 66
1 out of 1 points
A recent trend in service is the addition of experiential elements to the service. To compete with other service providers, services are creating multisensory experiences for their consumers. Hard Rock Café is a part of the trend because it is not simply a restaurant, but an entertainment facility. Experts believe this trend is part of a new economic era driven by:
Selected Answer: an experience economy.
Correct Answer:
an experience economy.
Feedback: Some experts believe we are on the verge of a new economic era driven by an experience economy. Disneyland, Chuck E. Cheese's, ESPN Zone, and Planet Hollywood are all examples of companies that engage consumers with experiential service elements.
Question 67
1 out of 1 points
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage unlike a pair of shoes cannot be felt before she buys it. Which characteristic of services is she concerned about?
Selected Answer: intangibility
Correct Answer:
intangibility
Feedback: Services cannot be seen, touch, heard, or felt before purchase.
Question 68
1 out of 1 points
Two forms of off-price retailing are:
Selected Answer: warehouse clubs and factory outlet stores.
Correct Answer:
warehouse clubs and factory outlet stores.
Feedback: Key term definition - off-price retailing
Question 69
1 out of 1 points
In Europe, stores, called _____, are based on the concept of one-stop shopping for consumers. Such retail stores, which use scrambled merchandising, typically encompass over 200,000 square feet of floor space and offer a mix of about 40 percent food products and 60 percent general merchandise.
Selected Answer:
hypermarkets
Correct Answer:
hypermarkets
Feedback: Hypermarkets have been popular in Europe for some 30 years. Hypermarkets differ from both discount stores and supercentres. Hypermarkets have greater floor space, more employees, greater annual sales per store, and lower gross margins.
Question 70
0 out of 1 points
Major retail categories in Canada include:
Selected Answer: automotive, coffee, furniture, and clothing.
Correct Answer:
automotive, food, furniture, and clothing.
Feedback: Major retail categories in Canada include automotive, food, furniture, and clothing.
Question 71
1 out of 1 points
You are developing a retailing strategy for a new women's clothing store. Your strategy should consider:
Selected Answer: All of these answers are
correct.
Correct Answer:
All of these answers are correct.
Feedback: Key term definition - retailing mix
Question 72
1 out of 1 points
A type of retail outlet that focuses on one type of product at very competitive prices and often dominates the market is called a:
Selected Answer: category
killer.
Correct Answer:
category killer.
Feedback: Text term definition - category killer
Question 73
1 out of 1 points
The _____ is a concept that describes how new retail outlets enter the market and change gradually in terms of status and margin.
Selected Answer: wheel of retailing
Correct Answer:
wheel of retailing
Feedback: Key term definition - wheel of retailing
Question 74
1 out of 1 points
Intangibles such as a sense of belonging, excitement, style, or warmth are considered to be _____ of a store's image.
Selected Answer: psychological
attributes
Correct Answer:
psychological attributes
Feedback: Text term definition - psychological attributes
Question 75
1 out of 1 points
Dillard's and Parisian's are two department store chains that have high value added and broad product lines. They pay close attention to store design and product lines. Merchandise in these stores often has a high margin of profit and is of high quality. Such stores typically provide:
Selected Answer: high levels of service.
Correct Answer:
high levels of service.
Feedback: A high level of service is a characteristic of the high value-added-broad product line position in the retail positioning matrix.
Question 76
0 out of 1 points
Swedish furniture retailer IKEA delivers _____________ copies of its catalogue to potential buyers.
Selected Answer: 2 billion
Correct Answer:
130 million
Feedback: Swedish furniture retailer IKEA delivers 130 million copies of its catalogue to
potential buyers in 36 countries and in 28 languages.
Question 77
1 out of 1 points
A drug store that sells pharmaceuticals, beauty aids, camera equipment, nonperishable grocery items, and automobile motor oil is an example of a retailer using:
Selected Answer: scrambled merchandising.
Correct Answer:
scrambled merchandising.
Feedback: Scrambled merchandising is offering several unrelated product lines in a single store, the situation here.
Question 78
1 out of 1 points
Maintained markup is:
Selected Answer: the difference between the final selling price and the retailer's
cost.
Correct Answer:
the difference between the final selling price and the retailer's cost.
Feedback: Text term definition - maintained markup
Question 79
1 out of 1 points
A Woman's Place is a retail store, created and staffed by women, that offers products and services relating to maternity needs. In addition, for expectant mothers it offers advice, personal shopping services, help with hair and/or make-up problems, and free delivery. A Woman's Place is an example of a _____ retailer.
Selected Answer: full-
service
Correct Answer:
full-service
Feedback: A full-service retailer provides a complete list of services to cater to its customers, the situation here.
Question 80
1 out of 1 points
According to the article "How Yahoo Blew It" which of the following is NOT true?
Selected Answer: Google's ad placement depended on what the database found to
be more relevant.
Correct Answer: Google's ad placement depended on what the database found to
be more relevant.
Winter 2008
Question 1 1 out of 1 points
Specialty stores and department stores are frequently categorized by which level of service?
Selected Answer: full-service
Correct Answer: full-service
Question 2
0 out of 1 points
When retailers set prices on new models or styles of products, the price of existing models must often be:
Selected Answer: marked up.
Correct Answer: marked down.
Question 3
1 out of 1 points
_____ involves offering several unrelated product lines in a single store.
Selected Answer: Scrambled merchandising
Correct Answer: Scrambled merchandising
Question 4
1 out of 1 points
Carrefour, which means "crossroad" in French, is the world's second-biggest retailer after Wal-Mart. Carrefour is a chain of hypermarkets, which means it:
Selected Answer: uses scrambled merchandising.
Correct Answer: uses scrambled merchandising.
Question 5
1 out of 1 points
Amazon.com would be classified as what form of nonstore retailing?
Selected Answer: online retailing
Correct Answer: online retailing
Question 6
1 out of 1 points
Many fast food retailers, including McDonald's and Burger King, have followed a predictable pattern of how new forms of retail outlets enter the marketplace. McDonald's has evolved from a relatively simple hamburger joint with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins, high status, and a diverse list of products. This evolution of McDonald's restaurants is consistent with the:
Selected Answer: wheel of retailing.
Correct Answer: wheel of retailing.
Question 7
0 out of 1 points
Multichannel retailers:
Selected Answer:
All of these answers are correct.
Correct Answer:
benefit from the synergy of sharing information among their different channel operations.
Question 8
1 out of 1 points
One dimension of the retail positioning matrix is value added, and the other is:
Selected Answer: breadth of product line.
Correct Answer: breadth of product line.
Question 9
1 out of 1 points
Retailing is an important marketing activity. Not only do producers and consumers meet through retailing actions, but retailing also creates ______ and has a significant impact on the economy.
Selected Answer: customer value
Correct Answer: customer value
Question 10
0 out of 1 points
One of the limitations of television home shopping is the:
Selected Answer:
limited availability of many products seen on television.
Correct Answer: lack of buyer-seller interaction.
Question 11
0 out of 1 points
The use of brand names is especially important for services because of which unique characteristic of services?
Selected Answer: inconsistency
Correct Answer: intangibility
Question 12
1 out of 1 points
The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of what is available at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the _____ that is associated with all services.
Selected Answer: intangibility
Correct Answer: intangibility
Question 13
1 out of 1 points
Differences between consumers' expectations about a service and their experience with the service are identified through:
Selected Answer: gap analysis.
Correct Answer: gap analysis.
Question 14
1 out of 1 points
The elements that make services unique are the four I's. The four I's are:
Selected Answer:
intangibility, inconsistency, inseparability, and inventory.
Correct Answer: intangibility, inconsistency, inseparability, and inventory.
Question 15
1 out of 1 points
All of the following are dimensions of service quality EXCEPT:
Selected Answer: technology.
Correct Answer: technology.
Question 16
1 out of 1 points
A homeowner consulted a lawyer to see if he could prevent construction of a high-rise apartment building in his neighbourhood. On the advice of the lawyer, he filed a suit to stop construction. Even though the homeowner did exactly as the lawyer instructed him, he still lost the suit. In spite of the loss, he had to believe the lawyer did the best job he could because he did not know the legal system well enough to think otherwise. This case shows how a service can exhibit _____ properties.
Selected Answer: credence
Correct Answer: credence
Question 17
0 out of 1 points
Research shows that only ______ percent service customers offer feedback that might be important on improving service quality.
Selected Answer: 11-15
Correct Answer: 5-10
Question 18
0 out of 1 points
Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves. She is often hired by major corporations to perform services for their harried executives. Her customers have to evaluate the services provided by 2 Places at 1 Time using _____ properties.
Selected Answer: performance
Correct Answer: experience
Question 19
1 out of 1 points
Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts for themselves. Her regular customers describe her as caring and willing to treat each of the jobs they need done as if it were the most important job she had to perform. In which dimensions of service quality, does Arena excel?
Selected Answer: responsiveness and empathy
Correct Answer: responsiveness and empathy
Question 20
1 out of 1 points
Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves. She is such a caring person and so well-liked that her customers recommend her instead of her business to people who are looking for someone to perform similar services. Their inability to see the distinction between Arena and her services is an example of which unique characteristic of services?
Selected Answer: inseparability
Correct Answer: inseparability
Question 21
1 out of 1 points
Which of the organizations listed below has the lowest inventory carrying cost?
Selected Answer: insurance company
Correct Answer: insurance company
Question 22
1 out of 1 points
The dimension of service quality called _____ is caring, and individualized attention provided to customers.
Selected Answer: empathy
Correct Answer: empathy
Question 23
1 out of 1 points
Intangibility of service means:
Selected Answer:
the services can't be held, seen, or touched before the purchase decision.
Correct Answer:
the services can't be held, seen, or touched before the purchase decision.
Question 24
0 out of 1 points
According to the article "How Yahoo Blew It" which of the following is NOT true?
Selected Answer:
Yahoo used Google's search engine for it searches.
Correct Answer:
Google's ad placement depended on what the database found to be more relevant.
Question 25
1 out of 1 points
In terms of the customer experience, content is defined as the:
Selected Answer:
text, pictures, sound, and videos that the website contains.
Correct Answer: text, pictures, sound, and videos that the website contains.
Question 26
1 out of 1 points
_____ is the consumer-initiated practice of generating content on a marketer's website that is custom-tailored to individual's specific needs and preferences.
Selected Answer: Personalization
Correct Answer: Personalization
Question 27
1 out of 1 points
With interactive marketing,:
Selected Answer:
the buyer controls the kind and amount of information received from the seller.
Correct Answer:
the buyer controls the kind and amount of information received from the seller.
Question 28
1 out of 1 points
The primary purpose of transactional websites is to:
Selected Answer: convert an online browser into an online buyer.
Correct Answer: convert an online browser into an online buyer.
Question 29
1 out of 1 points
_____ is a process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases.
Selected Answer: Collaborative filtering
Correct Answer: Collaborative filtering
Question 30
1 out of 1 points
_____ is the ability of a website to modify itself or be modified by each individual user.
Selected Answer: Customization
Correct Answer: Customization
Question 31
1 out of 1 points
According to the eight-second rule,:
Selected Answer:
customers will abandon a website if it does not download within eight seconds.
Correct Answer:
customers will abandon a website if it does not download within eight seconds.
Question 32
1 out of 1 points
The key difference between the traditional marketplace and the new marketspace is that the marketspace is a(n) _____ environment.
Selected Answer: electronic
Correct Answer: electronic
Question 33
0 out of 1 points
Oster makes small kitchen appliances. Its website describes its products—especially it's newest such as its raspberry blue line. The _____ website also has cooking and entertainment suggestions and where Oster products can be purchased.
Selected Answer: transactional
Correct Answer: promotional
Question 34
1 out of 1 points
Troutunlimited.com is a small website designed to appeal to people who love fly fishing. The website contains weather information and numerous links to e-commerce websites such as those operated by Orvis and L.L. Bean and to other websites that provide information about fly fishing. Troutunlimited.com is an example of a(n):
Selected Answer: portal.
Correct Answer: portal.
Question 35
1 out of 1 points
According to the 60 minutes Video “ a thousand lives a month” the drug Trasylol was used to:
Selected Answer: Control bleeding
Correct Answer: Control bleeding
Question 36
0 out of 1 points
According to the article " WHY COSTCO IS SO DAMN ADDICTIVE" which of the following is NOT TRUE
Selected Answer:
COSTCO brings in a variety of new products every month
Correct Answer:
COSTCO carries a wide variety of products approximately 10,000 items
Question 37
1 out of 1 points
_____ involves conducting business in a way that protects the natural environment while making economic progress.
Selected Answer: Sustainable development
Correct Answer: Sustainable development
Question 38
1 out of 1 points
The maker of Wrigley chewing gum funded a $10 million ad campaign aimed at getting African-Americans to use doctors for regular health care maintenance instead of only when they are sick. This is an example of:
Selected Answer: societal responsibility.
Correct Answer: societal responsibility.
Question 39
1 out of 1 points
Ethics are the:
Selected Answer:
moral principles and values that govern the actions and decisions of an individual group.
Correct Answer:
moral principles and values that govern the actions and decisions of an individual group.
Question 40
1 out of 1 points
Employees who report unethical or illegal actions of their employers are officially called:
Selected Answer: whistleblowers.
Correct Answer: whistleblowers.
Question 41
1 out of 1 points
Many fast food restaurants, including Burger King, McDonald's, and Wendy's, no longer use Styrofoam containers for their of their products. Rather, these firms wrap their burgers in recycled paper and place to-go orders in recycled paper bags. These fast-food restaurants use:
Selected Answer: green marketing.
Correct Answer: green marketing.
Question 42
1 out of 1 points
Profit responsibility, societal responsibility, and stakeholder responsibility are three forms or concepts of:
Selected Answer: social responsibility.
Correct Answer: social responsibility.
Question 43
1 out of 1 points
People who fly regularly collect frequent flyer miles that can be used for free flights at later dates. The existence of blackout days (days when frequent flyer miles cannot be redeemed) could interfere with consumers':
Selected Answer: right to choose.
Correct Answer: right to choose.
Question 44
1 out of 1 points
Software piracy causes:
Selected Answer: all of these answers are correct.
Correct Answer: all of these answers are correct.
Question 45
1 out of 1 points
A code of ethics is a formal statement of ethical principles and:
Selected Answer: rules of conduct.
Correct Answer: rules of conduct.
Question 46
1 out of 1 points
In 1997 a project team for Cosco, the world's largest children's products company, developed a high chair that could be used as an infant feeding seat, a youth chair, a play chair, a booster chair, and it could be reclined to make an infant bed. Its design could be made and sold for $49. Cosco rushed the chair into production before it was properly safety tested to beat its competition and then when some children were injured as a result of this chair Cosco denied culpability by saying that only a few consumers had had any trouble with the chair. These consumers had not read the instructions that came with the chair and had assembled it improperly. Cosco's actions exemplify which of the following philosophies?
Selected Answer: utilitarianism
Correct Answer: utilitarianism
Question 47
1 out of 1 points
According to the article "The Long Tail" by Chris Anderson, Which of the following is NOT true?
Selected Answer: The 80/20 rule still applies.
Correct Answer: The 80/20 rule still applies.
Question 48
1 out of 1 points
According to the article " Why Service Stinks the term Redlining is:
Selected Answer: a practice to identify unprofitable customers
Correct Answer: a practice to identify unprofitable customers
Question 49
1 out of 1 points
Which type of sales support personnel concentrate on performing promotional activities but generally do not solicit actual sales orders?
Selected Answer: missionary salespeople
Correct Answer: missionary salespeople
Question 50
1 out of 1 points
The three major tasks involved in the implementation stage of the sales management process are:
Selected Answer:
sales force recruitment and selection, sales force training, and sales force motivation and compensation.
Correct Answer:
sales force recruitment and selection, sales force training, and sales force motivation and compensation.
Question 51
1 out of 1 points
A purchasing agent who has previously ordered from your company refuses to reorder on the grounds that "your deliveries are always late." You respond by courteously, "You're absolutely right, and I am going to make it my business to be sure that never happens again." Which method have you used to handle the customer's objection?
Selected Answer: agreeing and neutralizing
Correct Answer: agreeing and neutralizing
Question 52
1 out of 1 points
Which of the following statements should the salesperson use to postpone a prospect's objection?
Selected Answer:
"I think I might be able to explain that better to you after showing you this diagram."
Correct Answer:
"I think I might be able to explain that better to you after showing you this diagram."
Question 53
0 out of 1 points
Relationship selling:
Selected Answer:
builds ties to customers based on a salesperson's attention and commitment to customer needs over time.
Correct Answer:
is accurately described by all of these answers.
Question 54
1 out of 1 points
With a _____, a salesperson's earnings are directly tied to sales or profits generated.
Selected Answer: straight commission compensation plan
Correct Answer: straight commission compensation plan
Question 55
1 out of 1 points
The sales manager instructed the salesperson to "make five hundred customer contacts between January 1st and July 1st." The sales manager used a(n) _____ sales objective.
Selected Answer: input-related
Correct Answer: input-related
Question 56
0 out of 1 points
Team selling would most likely be used when a company is selling a(n):
A waitress at a Cracker Barrel restaurant is using _____ when she asks a family if they have left any room for dessert.
Selected Answer: stimulus-response selling
Correct Answer: stimulus-response selling
Question 58
1 out of 1 points
A straight commission compensation plan is a compensation plan:
Selected in which a salesperson's earnings are directly tied to the
Answer: sales or profits he or she generates.
Correct Answer:
in which a salesperson's earnings are directly tied to the sales or profits he or she generates.
Question 59
1 out of 1 points
Seminar selling is a method of personal selling in which:
Selected Answer:
a company sales team conducts an educational program for a customer's technical staff to describe state-of-the-art developments.
Correct Answer:
a company sales team conducts an educational program for a customer's technical staff to describe state-of-the-art developments.
Question 60
1 out of 1 points
A selling format that assumes a presentation consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect is called a:
Selected Answer: formula selling presentation.
Correct Answer: formula selling presentation.
Question 61
1 out of 1 points
During the prospecting stage of personal selling, a salesperson might be encouraged to do all of the following EXCEPT:
Selected Answer: try to find out the customers' important buying criteria.
Correct Answer: try to find out the customers' important buying criteria.
Question 62
1 out of 1 points
The _____ is a selling format based on the assumption that if given the appropriate stimulus by the salesperson, the prospect will buy.
Selected Answer: stimulus-response presentation
Correct Answer: stimulus-response presentation
Question 63
1 out of 1 points
Which of the following is NOT an example of behavioural measures used to evaluate salespeople?
Selected Answer: accounts generated and profit achieved
Correct Answer: accounts generated and profit achieved
Question 64
1 out of 1 points
The primary reason organizations buy products and services is to help them achieve their objectives. Which of the following statements illustrates a typical organizational buying objective?
Selected Answer: All of these answers are correct.
Correct Answer: All of these answers are correct.
Question 65
1 out of 1 points
In the construction industry, an independent trading community such as Buzzsaw.com or Cephren.com enable a general contractor to manage and coordinate the many suppliers, subcontractors, architects, and engineers necessary to complete a project. Buzzsaw.com and Cephren.com are examples of:
Selected Answer: e-marketplaces.
Correct Answer: e-marketplaces.
Question 66
1 out of 1 points
Within the buying centre, influencers are people who:
Selected Answer:
affect the buying decision usually by helping define the specifications for what is bought.
Correct Answer:
affect the buying decision usually by helping define the specifications for what is bought.
Question 67
1 out of 1 points
Although Industry Canada frowns on _____ because it restricts the normal operation of a free market, it is still legal for two companies to buy one another's products as long as no coercion is involved.
Selected Answer: reciprocity
Correct Answer: reciprocity
Question 68
1 out of 1 points
Because orders in organizational buying are typically much larger than in consumer buying, buyers must often _____ when the order is above a specific amount, such as $5,000.
Selected Answer:
get competitive bids from at least three prospective suppliers
Correct Answer: get competitive bids from at least three prospective suppliers
Question 69
1 out of 1 points
Archer Daniels Midland (ADM) Company processes wheat into flour, which it sells to bakeries and pasta makers. What kind of demand is there for ADM's flour?
Selected Answer: derived
Correct Answer: derived
Question 70
1 out of 1 points
The Toronto Raptors need new basketball uniforms for the upcoming NBA season. The team wants a new design and new colours for its road uniforms; many think the current design needs redefining. The purchase of new uniforms would be an example of a:
Selected Answer: modified rebuy.
Correct Answer: modified rebuy.
Question 71
1 out of 1 points
_____ is the deliberate effort by organizational buyers to build relationships that shape suppliers' goods, services, and capabilities to fit a buyer's needs and those of its customers.
Selected Answer: Reverse marketing
Correct Answer: Reverse marketing
Question 72
1 out of 1 points
A buy class situation affects buying centre tendencies in different ways. If there are few people involved, the problem definition is well defined, and the time required for a decision is short, the buy class situation which is most likely is a:
Selected Answer: straight or modified rebuy.
Correct Answer: straight or modified rebuy.
Question 73
1 out of 1 points
The publisher of the Redwood Falls Gazette, a weekly newspaper, decided the production department would be more efficient if a new computerized advertising layout system was purchased. In an effort to ensure a high quality, functional system was purchased, the publisher asked the newspaper's production manager for advice on specific features, components, and capabilities of the system. The production manager played the role of _____ in the newspaper's buying centre.
Selected Answer: influencer
Correct Answer: influencer
Question 74
1 out of 1 points
Spruceland Millworks in Canada makes wooden pallets for transporting and storing new appliances such as stoves, freezers, and refrigerators. What kind of demand is there for Spruceland pallets?
Selected Answer:
There is derived demand, which is tied to the sales of pallets, which in turn, is tied to the sales of appliances.
Correct Answer:
There is derived demand, which is tied to the sales of pallets, which in turn, is tied to the sales of appliances.
Question 75
0 out of 1 points
A straight rebuy is a (n) _____ while a modified rebuy is a (n) _____.
Selected Answer: reorder; exchange
Correct Answer: reorder; change
Question 76
0 out of 1 points
In the ______, users, influencers, or deciders in the buying centre want to change product specifications, price, delivery schedule, or suppliers.
