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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:
A)younger, on average, than in the past.
B)a more homogenous group than previous populations.
C)faced with more leisure time than previous generations.
D)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
In discussing the business climate of the current recession, the author of "Evolve," notes that:
A)once the crisis passes, a period of uninterrupted prosperity will begin.
B)the new normal is constant turbulence.
C)this is not the time to try new things.
D)consumers have become less cautious.
5
According to "Evolve," research by the Nielsen company has found that:
A)new products launched during recessions do not succeed.
B)consumers' willingness to buy innovative products fluctuates broadly.
C)it is difficult to assess consumer buying patterns during recession.
D)if a product solves a problem, people will buy it.
6
As pointed out in "Evolve," recession is a good time to reexamine your business model for weaknesses in light of the economy.
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 reported in "Six Strategies for Successful Niche Marketing," finding a profitable new niche means looking for areas where:
A)consumers are dissatisfied with the quality of existing choices.
B)there are possible variations to be made in existing choices.
C)the same skill sets can be valued.
D)there are no offerings yet for consumers.
11
As discussed in "Six Strategies for Successful Niche Marketing," for decades, the launch of new, narrowly focused products was blocked by:
A)consumer uncertainty.
B)lack of competition.
C)advertising inefficiencies.
D)high cost.
12
According to "Six Strategies for Successful Niche Marketing," variety and standardization rarely coexist profitably.
A)True
B)False
13
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.
14
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.
15
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
16
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.
17
As noted in "The Branding Sweet Spot," the concept of "user imagery" is what exemplifies brand:
A)positioning.
B)attributes.
C)intangibles.
D)functionality.
18
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
19
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.
20
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.
21
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
22
As reported in "Making the Most of Customer Complaints," typically the biggest concern of customers who have lodged a service complaint relates to:
A)frugality.
B)self-image.
C)fairness.
D)anger.
23
As stated in "Making the Most of Customer Complaints," the chief aim of managers in service recovery is to:
A)placate disgruntled customers.
B)encourage repeat business.
C)protect the company image.
D)learn from service failures.
24
As noted in "Making the Most of Customer Complaints," customers have more tolerance for poor service than for poor service recovery.
A)True
B)False
25
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.
26
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.
27
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
28
As reported in "Become the Main Attraction," research among sales and marketing management leaders found that the majority:
A)report decreases in budgets for event marketing in 2010.
B)consider event marketing a miinor component of their marketing plan.
C)do not do event marketing.
D)consider event marketing a top element for accelerating relationships.
29
As noted in "Become the Main Attraction," to be the most effective event marketer, you should set up shop:
A)in an area without competing marketers.
B)in a high-traffic location.
C)away from entrances or exits.
D)away from food areas.
30
As stated in "Become the Main Attraction," incentives such as samples are counterproductive in event marketing.
A)True
B)False
31
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.
32
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.
33
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
34
According to "Imaginative Service," the number-one impact on customer relations is:
A)an honest working environment.
B)disciplined leadership.
C)prudent use of resources.
D)employee relations.
35
As reported in "Imaginative Service," Zappos.com has grown successful by:
A)offering low-cost products online.
B)aligning itself around customer service.
C)emphasizing speed above all else.
D)maximizing short-term profits.
36
As maintained in "Imaginative Service," trustful cultures do not encourage risk taking.
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
As reported in "Marketers, Come on Down!", Canoe Ventures-SelecTV will provide:
A)programming content.
B)indication of interactivity.
C)high-definition technology.
D)advertising content.
41
As noted in "Marketers, Come on Down!", the application called Shop Savvy is set apart from others in that it:
A)can read bar codes.
B)offers price comparisons.
C)is available to consumers at point of sale.
D)gives users access to retailers' own product and pricing data.
42
According to "Marketers, Come on Down!", shoppers aged 18 to 34 are more likely than others to use online/mobile price comparison tools to check prices elsewhere when shopping in a retail store.
A)True
B)False
43
As stated in "Honest Innovation," innovation teams are willing to push ideas forward because:
A)they are held accountable.
B)achievement bears greater fruit than activity.
C)they often function in a laissez-faire atmosphere.
D)intentions are more important than results.
44
In discussing the launch of the Apple Newton, the author of "Honest Innovation" points out that:
A)it was at the urging of Apple loyalists.
B)CEO John Scully was opposed to the launch.
C)the Apple board was aware of the problems.
D)there were many documented problems with the product.
45
As noted in "Honest Innovation," Pontiac research before the launch verified that the Aztec was an ugly car.
A)True
B)False
46
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.
47
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.
48
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
49
According to "Green Fallout," the first generation of green marketing imploded because:
A)it was irrevocably associated with political correctness.
B)the expensive products failed to live up to customer expectations.
C)technology could not keep up.
D)there was little demand or interest.
50
As identified in "Green Fallout," the company that is preparing to implement a sustainability index is:
A)Coca Cola.
B)Target.
C)Home Depot.
D)Wal-Mart.
51
As reported in "Green Fallout," green achievements should be the principal selling points of products.
A)True
B)False
52
As reported in "What Post-Recession Behavior Means for Marketers Today," a majority of economic analysts and futurists suggest that:
A)it is unlikely that there will be any long-term behavior trends among consumers.
B)economic growth will be spurred by pent up demand.
C)in the future the economy will be less dependent on consumer purchasing.
D)no permanent changes in consumer attitudes are likely to be seen.
53
As noted in "What Post-Recession Behavior Means for Marketers Today," the next hot markets are likely to be in:
A)areas with large concentrations of retirees.
B)the developing world.
C)Europe.
D)North America.
54
As pointed out in "What Post-Recession Behavior Means for Marketers Today," massive governmental intervention has become a critical tool in the stimulation of future economic growth.
A)True
B)False
55
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
56
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.
57
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
58
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.
59
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.
60
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
61
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 8–12.
62
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.
63
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
64
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.
65
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.
66
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
67
In exploring the effect of the recession on luxury purchasing, the author of "A Shift in Meaning for 'Luxury'," notes that:
A)the recession made everyone stop and rethink luxury purchases.
B)luxury spending has not gone down in amount.
C)affluent consumers are not looking for discounts.
D)designer labels are no longer a selling point.
68
As stated in "A Shift in Meaning for 'Luxury'," the four brands most admired by Americans with six digit incomes include all of the following except:
A)Bose.
B)Coach.
C)Dell.
D)Best Buy.
69
As reported in "A Shift in Meaning for 'Luxury'," most wealthy women buy name-brand products regardless of price.
A)True
B)False
70
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.
71
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.
72
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
73
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.
74
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.
75
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
76
According to "Brand Integrity," among the functions of an excellence audit are all of the following except:
A)identifies the most promising places to target improvement.
B)exposes barriers to progress.
C)redefines the purpose of your brand.
D)provides clarity and focus.
77
In "Brand Integrity," a cornerstone of the author's argument is that the customers that must come first are:
A)employees.
B)brand-new customers.
C)repeat customers.
D)dissatisfied customers.
78
As pointed out in "Brand Integrity," in tough economic times, the focus should be on new clients.
A)True
B)False
79
As reported in "Everybody Loves Zappos," Tony Hsieh contends that Zappos could expand into any business:
A)without bricks and mortar facilities.
B)retailing consumables.
C)where customer service is paramount.
D)needing large scale capital.
80
As noted in "Everybody Loves Zappos," Tony Hsieh contends that his entire business revolves around:
A)happiness.
B)profit.
C)efficiency.
D)fairness.
81
As pointed out in "Everybody Loves Zappos," Zappos offers new hires money to quit after they complete their training.
A)True
B)False
82
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.
83
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.
84
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
85
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.
86
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.
87
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
88
As spelled out in "In Lean Times, Retailers Shop for Survival Strategies," one of the recession-survival strategies of Target, J.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:
A)inventory.
B)staffing.
C)store openings.
D)executive image.
89
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.
90
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
91
According to "Williams-Sonoma's Secret Sauce," Howard Lester's success at Williams-Sonoma is related to his passion for:
A)French cuisine.
B)shopping.
C)entertaining.
D)business.
92
As reported in "Williams-Sonoma's Secret Sauce," at the time Howard Lester came to Williams-Sonoma, he found at the company:
A)more debt than revenue.
B)financial shakiness.
C)complex business systems.
D)a demoralized corporate culture.
93
As stated in "Williams-Sonoma's Secret Sauce," when Williams-Sonoma went public, the majority of its corporate revenue came from catalogue sales.
A)True
B)False
94
According to "10 Brilliant Marketing Ideas," viral marketing began with:
A)MTV
B)Coke and Mentos.
C)Old Navy.
D)FIFA soccer.
95
As reported in "10 Brilliant Marketing Ideas," Mastercard's "Priceless" campaign is a legacy of a campaign to sell:
A)cars.
B)perfume.
C)diamonds.
D)insurance.
96
As noted in "10 Brilliant Marketing Ideas," the Volkswagen "Think Small" ads combined honesty and risk-taking.
A)True
B)False
97
As reported in "As Seen on TV—And Sold at Your Local Store," TeleBrands:
A)manufactures Snuggies.
B)makes most of its revenue from television orders.
C)no longer accepts invention offers.
D)produced the successful PedEgg.
98
As noted in "As Seen on TV—And Sold at Your Local Store," Shayquita Roger's invention is designed to:
A)protect against burns.
B)clean floors.
C)encourage recycling.
D)prevent refrigerator odors.
99
As stated in "As Seen on TV—And Sold at Your Local Store," goods marketed first on infomercials are not usually successfully sold in retail stores.
A)True
B)False
100
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.
101
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."
102
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
103
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.
104
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.
105
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
106
As stated in "Emerging Lessons," when dealing with low-literacy shoppers, store personnel should:
A)accompany shoppers around the store.
B)be sensitive to shoppers' needs.
C)be flexible about pricing.
D)avoid offering individualized attention.
107
In "Emerging Lessons," the author's research on low-literacy consumers has found that they:
A)approach purchasing decisions differently than other consumers.
B)enjoy shopping in new venues.
C)have comparable math skills to other consumers.
D)process marketing decisions the same way as other consumers.
108
As pointed out in "Emerging Lessons," low-literacy consumers tend to have trouble with abstract thinking.
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-priced.
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
According to "After Early Errors, Wal-Mart Thinks Locally to Act Globally," Wal-Mart's biggest international success has been in:
A)Japan.
B)Canada.
C)Great Britain.
D)Mexico.
113
As stated in "After Early Errors, Wal-Mart Thinks Locally to Act Globally," Professor Anil K. Gupta says that Wal-Mart's number one weakness in international marketing is that it:
A)has not factored in the fundamentally local nature of retailing.
B)does not employ local workers.
C)does not encourage brand loyalty.
D)builds stores that are too large.
114
As noted in "After Early Errors, Wal-Mart Thinks Locally to Act Globally," Wal-Mart is now the number one retailer in most of Brazil.
A)True
B)False
115
According to "Unlocking the Cranberry Mystique," the biggest hurdle cranberries face in most markets is:
A)high cost.
B)color.
C)taste.
D)perishability.
116
As noted in "Unlocking the Cranberry Mystique," Ocean Spray Cranberries is owned by:
A)General Foods.
B)Minute Maid.
C)a single family.
D)cranberry farmers.
117
As stated in "Unlocking the Cranberry Mystique," in France, Ocean Spray has earned the right to put an official French seal on its packaging because of its health benefits.
A)True
B)False





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